Lifetime Television and New Vaseline Aloe Fresh Partner for Unprecedented and Exclusive Promotional Campaign in Support of All-N
07 April 2009 - 9:08PM
PR Newswire (US)
Comprehensive Multi-Platform Program to Include Product
Integration, Sweepstakes, On-air, Online, Mobile and Out-of-Home
Components LOS ANGELES, April 7 /PRNewswire/ -- Lifetime Networks
and Vaseline Aloe Fresh, a Unilever brand, today announced a
partnership to launch a comprehensive, multi-platform promotional
campaign in support of the highly anticipated, all-new miniseries
Maneater. Under the exclusive agreement, Vaseline Aloe Fresh will
be the Presenting Sponsor of the two-part program, starring Sarah
Chalke (TV's Scrubs) and set to air May 30 and 31 on Lifetime
Television. (Logo:
http://www.newscom.com/cgi-bin/prnh/20080804/NYM123LOGO) Scheduled
to begin in mid-April and extend through encore presentations of
the miniseries on Lifetime Television and Lifetime Movie Network -
cable's top two women's channels - the brand partnership, brokered
by Mindshare, will cross every division of Lifetime to maximize
consumer awareness of Maneater and the Vaseline Aloe Fresh line of
light lotions that leave skin feeling hydrated and refreshed.
Campaign elements include the following: -- Multiple product
integrations of Vaseline Aloe Fresh into the miniseries. -- Custom,
co-branded promotional spots running on-Network, off-Network and on
the radio. -- Original branded-content vignettes starring Chalke
and featuring Vaseline Aloe Fresh. -- Viral online promotions in
the form of e-cards and massive e-mail blasts. -- Targeted
advertising on top entertainment, women's and gossip sites. --
Extensive out-of-home buys and mall signage in 15 markets,
including New York and Los Angeles. -- Broad print media, including
major weekly celebrity and lifestyle magazines and daily
publications. -- Comprehensive public relations outreach. In the
miniseries, lead character Clarissa (Chalke) maintains a list of
rules to live by, a set of tenets she uses as a guide for her life.
To thread this theme throughout the summer, Lifetime and Vaseline
Aloe Fresh have created a promotion entitled "The Rules for Skin
Season" intended to highlight the many fun ways consumers celebrate
the lighthearted nature of the summer. The promotion includes
branded content vignettes featuring Chalke in short, comedic videos
that illustrate some of "The Rules for Skin Season." It also speaks
to the product's key benefit of being light and fresh on skin,
especially during the summer months when consumers do not want
their skin to feel heavy or sticky. The promotion also includes a
national sweepstakes* offering consumers a chance to win an
all-expenses-paid trip for four to a Florida Keys beach house, as
well as secondary prizes of Vaseline Aloe Fresh products awarded
weekly. The sweepstakes will kick-off on May 1, 2009, at
http://www.rulesforskinseason.com/ and be hosted by myLifetime.com.
It will be promoted on-air, in print, online, through mobile
channels and with free-standing inserts in newspapers nationwide.
The sweepstakes site will also house a dedicated online community
where visitors can share skin care advice with others. Winners will
be announced in late summer. "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 Vice President, Ad Sales. "Our partnership is a
perfect match, and it has been exciting working with Unilever to
identify and develop the multi-platform components that support
both the miniseries and Vaseline Aloe Fresh. 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. As a leading brand, Lifetime
is uniquely positioned to provide marketers with meaningful ways to
connect with today's busy woman." "We are very happy to have
identified Lifetime's Maneater as an exciting property to launch
new Vaseline Aloe Fresh," said Srini Sripada, Marketing Director,
Unilever Skin Care. "Our goal is to communicate the light,
refreshing sensory benefits of the line, and we believe that
Maneater is a great way to do that, as it represents Lifetime's
kick-off to the summer season and has a fun, fresh storyline. We
are confident that Lifetime's integrated platform will be a
powerful way to launch the new product line." ABOUT MANEATER
Beautiful, fashionable and fun, Clarissa Alpert (Chalke) is a
shallow socialite whose speed dial is a veritable Rolodex of
Hollywood power players. Staring her 32nd birthday directly in the
eyes (even though she will admit only to being 28), the spoiled
daddy's girl is in a panic because she is still single. Clarissa,
though, always gets what she wants - even if he's Aaron Mason, the
hottest new producer in town. With the help of her family and
friends, Clarissa sets into motion an elaborate plan to lasso the
dashing filmmaker who will, she hopes, be the man to put a ring on
her finger. Maneater is produced by Sony Pictures Television for
Lifetime Television. Suzanne Martin (Hot Properties, Spellbound),
Gigi Levangie Grazer (The Starter Wife) and Stephanie Davis for 3
Arts Entertainment (The Starter Wife, The 51st State) are executive
producers of the teleplay adapted from Levangie Grazer's novel by
two-time Emmy(R) Award winner Martin. The miniseries is directed by
actor/director Timothy Busfield (Damages, Lipstick Jungle, Las
Vegas). Busfield and Jocelyn Freid also co-executive produce. ABOUT
VASELINE Vaseline products are manufactured by Unilever
(NYSE:ULNYSE:UN), one of the world's largest consumer products
companies. With a 135-year heritage as America's most trusted
healthy skin expert and more than 30 years as a leading hand and
body lotion, the Vaseline brand delivers products that meet the
specific needs of consumers, no matter their life stage or
lifestyle. The Vaseline Aloe Fresh line includes Vaseline Aloe
Fresh Hydrating Lotion, Vaseline Aloe Fresh Protecting Lotion with
SPF, and Vaseline Aloe Fresh Moisturizing Gel. All products in the
line are designed to be light and leave skin feeling hydrated and
refreshed. In addition to the Vaseline Lotions, the Vaseline family
of products also features a complete line of Vaseline Petroleum
Jelly, bath products and lip balm products. All Vaseline products
can be purchased at drug stores nationwide. For more information,
visit http://www.vaseline.com/. ABOUT UNILEVER Unilever's mission
is to add vitality to life. We meet everyday needs for nutrition,
hygiene and personal care with brands that help people feel good,
look good and get more out of life. Each day, around the world,
consumers make 160 million decisions to purchase Unilever products.
In the United States, the portfolio includes major brand icons such
as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country
Crock, Degree, Dove personal care products, Hellmann's, Klondike,
Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave,
Sunsilk and Vaseline. All of the preceding brand names are
registered trademarks of the Unilever Group of Companies. Dedicated
to serving consumers and the communities where we live, work and
play, Unilever employs nearly 12,000 people in both the United
States and Puerto Rico - generating nearly $10 billion in sales in
2008. For more information, visit http://www.unileverusa.com/.
ABOUT SONY PICTURES TELEVISION Sony Pictures Television is one of
the television industry's leading content providers. It produces
and distributes programming in every genre, including series,
telefilms, theatrical releases and family entertainment for network
and cable television, as well as first-run and off-network series
for syndication. With more than 25 programs on the air, SPT boasts
a program slate that includes the top-rated daytime dramas and game
shows, landmark off-network series, original animated series and
critically acclaimed primetime dramas, comedies and telefilms. SPT
also owns one-half of cable channel GSN and is a partner in
FEARnet, the premier horror/thriller website and VOD service. Sony
Pictures Television oversees all of Sony Pictures Entertainment's
(SPE) domestic digital distribution efforts across all
electronically delivered platforms, including the internet and
mobile. Sony Pictures Television, advertiser sales, is one of the
premiere national advertising sales companies, handling the
commercial inventory in SPT syndicated series as well as in all of
SPE's digital businesses in the United States, for Sony Music
Entertainment and for the Tennis Channel, and is part owner of
national media sales company ITN Networks, Inc. SPT
(http://www.sonypicturestelevision.com/) is a Sony Pictures
Entertainment company. ABOUT LIFETIME TELEVISION Lifetime is the
leader in women's television and one of the top-rated basic cable
television networks. A diverse, multi-media company, Lifetime is
committed to offering the highest quality entertainment and
information programming, and advocating a wide range of issues
affecting women and their families. Lifetime Television, Lifetime
Movie Network, Lifetime Real Women and Lifetime Digital (including
myLifetime.com) are part of Lifetime Entertainment Services, a
50/50 joint venture of Hearst Corporation and The Walt Disney
Company. *No purchase necessary. Void where prohibited. Sweepstakes
ends 11:59:59 p.m. (ET) on July 15, 2009. For official rules go to
http://www.rulesforskinseason.com/.
http://www.newscom.com/cgi-bin/prnh/20080804/NYM123LOGO
http://photoarchive.ap.org/ DATASOURCE: Lifetime CONTACT: trade,
Les Eisner, +1-310-407-8526, , or consumer, Tracy Speed,
+1-310-556-7541, , both of Lifetime Television; or Stacie Bright of
Unilever, +1-201-894-6531, Web Site:
http://www.rulesforskinseason.com/ http://www.unileverusa.com/
http://www.vaseline.com/ http://www.sonypicturestelevision.com/
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