John Burgess and Garnier back Balls of Steel
Garnier Men Mineral Deodorant has signed up to be principal sponsor of the Comedy Channel’s highest rating program, Balls of Steel, for the show’s second series.
The campaign will run over 10 weeks from 29 January with game show legend John Burgess, the newest member to the Balls of Steel line up – and also the new face of the deodorant brand.
The series will include specifically targeted TV ads shot by The Comedy Channel in the Balls of Steel locker room set.
The campaign was devised in collaborating with Garnier, media agency UM, with MCN and Foxtel Channel Groups
Also part the campaign, Garnier will sponsor the Comedy Channel website and Balls of Steel show page as well as use behind the scenes and production footage of Burgess from the show.
Additional video content will run on the Garnier website and uploaded to Youtube and Facebook.
Burgess will also feature in print, point of sale and online display advertising with in-store activity to follow.
The deodorant brand will also sponsor the distribution of the first Balls of Steel episode of series two as a tip-on to men’s magazine, Zoo Weekly.
The Multi Channel Network integration director Elizabeth Minogue said: “Balls of Steel Australia will be back on screens January 31st with new guest comedians and characters, and new stunts that will continue to surprise and entertain audiences. Just as John reaches new audiences with his appearance on the show, Garnier will also benefit from the 16-39 year old male consumers who are avid Balls of Steel fans.”
“The integrated approach of this campaign will see viewers rewarded with exclusive content online; while a co-branded DVD of the Comedy Channel’s Balls of Steel will be placed in the hands of Zoo Weekly readers, predominantly made up of 18-34 year old males. In-store promotions will also provide Garnier with the opportunity to get in front of consumers as they’re shopping.”
Garnier brand manager, men’s deodorant, Tim Plant, said: “The fun, blokey humour of Balls of Steel is a perfect fit for our new Garnier Men Mineral Deodorants and our key message ‘Don’t sweat the small stuff’. Garnier Men’s deodorant provides 48 hour non-stop protection even under extreme conditions, so you don’t have to sweat the small stuff and you can get on with enjoying life.
Credits
TVCs, stinger and billboard produced by The Comedy Channel
Directed and written by Comedy Channel Creative Director, Anthony Warrington
Produced by Samantha Allison
Online video and display, POS and Print material produced by L’Oreal creative agency – Publicis Mojo (Melbourne)
Garnier? really? Pay TV?
No-one watches Pay TV, do they?
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