WINNIPEG – Canwest specialty channels and baby skincare expert Johnsons are embarking on an “unprecedented” partnership that will give Johnsons year-round television exposure, more than doubling their level of TV-based advertising in 2007 says Canwest.
The agreement involves two of Canwest’s specialty television stations, Slice and Discovery Health Channel, and will initiate new segments on “The Mom Show,” a lifestyle series on motherhood, beginning this fall. The deal also includes a traditional ad buy on HGTV, Food Network, Discovery Health and Slice.
“Parents have trusted Johnsons for more than 100 years,” said Nancy Murphy, Sr. brand manager, Johnsons. “We chose to partner with Canwest because working with their specialty networks allows us to reach our core consumer in a relevant environment.”
“Canwest has developed a strategic and seamlessly integrated multiplatform campaign for Johnsons that includes television advertising, digital media, content syndication, presentation of a live television event and custom commercial production with TV Host personalities – a first for Johnsons in Canada,” says Errol Da-Ré, executive vice-president, sales, Canwest.
“Through our proprietary research capabilities, we will also be able to provide Johnsons with key metrics during various phases of the campaign, which will be critical in terms of delivering measurable results.”
“Slice delivers an audience that is a great fit for Johnsons and we’ve created an afternoon programming block which specifically caters to the needs of new moms,” explains Vanessa Case, vice-president, content, Slice.
The agreement will change Slice’s programming schedule during the heavily watched mid-day timeslot beginning this Fall. Slice will feature a “Johnsons Baby Block” of popular programming: The Mom Show, Birth Stories and Birth Days will air weekdays between 2 p.m. and 4 p.m. ET. The Discovery Health Channel features targeted baby programming including The Mom Show, House of Babies, John and Kate Plus 8, Maternity Ward and Desperate Midwives.
In addition to the “Johnsons Baby Block” of programming, Johnsons is sponsoring a series of 18 new two-minute vignettes called The Baby Diaries. These vignettes will showcase the life of a new mother and her baby and will air during the new season of The Mom Show, launching September 8 at 2 p.m. ET on Slice. Johnsons has also signed on to be the exclusive sponsor of a special shot-on-location event, scheduled to air later in the year.
