Family focus of Packed To The Rafters snares Dove sponsorship
Beauty brand Dove has become the series sponsor of Seven’s family feelgood drama Packed To The Rafters.
The deal includes actress Zoe Ventoura, who plays Melissa Bannon in the show, appearing in two specially created 15 second TVCs, promoting the benefits of everyday moisturising for the Unilever brand’s Replenishing Body Lotion and Triple Moisturising Body Wash.
ThesTVCs and various brand billboards will run on rotation throughout the season to complement other Dove marketing activity. Packed To the Rafters has been a consistant ratings winner for Seven since it launched in August 2008.
Dove Marketing Manager Lauren Nye said:“The sponsorship of the show communicates the breadth of the Dove range and the various accolades of each product, focusing on motivating claims and independent awards.”
She added: “Dove also has a natural affinity with Zoe Ventoura.”
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Why do Dove still bother trying to put dodgy Australian voices on obviously American ads?
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The two Dove TVCs running during Packed to the Rafters were both created locally and feature the Australian actress Zoe Ventoura.
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