Lifetime Nabs Unilever Presenting Sponsorship

Unilever has secured a presenting sponsorship of Lifetime’s upcoming miniseries, Maneater, in a deal that the CPG giant hopes will lead to massive exposure for its Vaseline Aloe Fresh brand.

While financial terms were not disclosed, the buy is being positioned as a complete 360º promotion, as it includes multiple branded integrations of Vaseline Aloe Fresh into the narrative of the two-part drama, as well as co-branded promo spots running on Lifetime and other targeted media outlets.

In an effort to lend a little star power to the brand, Maneater lead Sarah Chalke will appear in a series of Vaseline-branded vignettes that will also run on Lifetime.

On the digital front, Lifetime will facilitate viral media opportunities via e-cards, e-mail blasts and advertising on targeted entertainment, women’s and gossip sites. Out-of-home and print executions are also in the works for the campaign, which was developed by Unilever agency of record Mindshare.

“This deal represents a groundbreaking promotional initiative for Lifetime, and the network is thrilled to have Unilever/Vaseline Aloe Fresh as the presenting sponsor and marketing partner for Maneater,” said Debbie Richman, Lifetime Networks’ executive vp, ad sales. “Now more than ever, advertisers are seeking compelling new methods to showcase their products in non-traditional ways. Maneater and Vaseline Aloe Fresh speak to the same woman and share common ground in that both are light, fun and celebratory in nature.”

Maneater bows May 30 and 31 on Lifetime.