Maximuscle signs product placement deal for Celebrity Big Brother task

GlaxoSmithKline's Maximuscle protein shakes and Maximuscle-branded gym equipment are set to feature in a fitness task in the 'Celebrity Big Brother' house.

Celebrity Big Brother: secures Maximuscle placement deal
Celebrity Big Brother: secures Maximuscle placement deal

On Tuesday's show the celebrity housemates will be put to the test in a fitness-based task in which contestants will have to sweat for shopping money. The more they sweat the more money they win.

The product placement deal will place Maximuscle protein shakes feature alongside Maximuscle-branded gym equipment and accessories and bathroom products. The housemates will also wear branded sweat suits.

The partnership was negotiated for GSK by MediaCom with Channel 5's partnerships team and Endemol, the 'Big Brother' creator and production company.

Mark Antrobus, marketing executive at GlaxoSmithKline UK, said: "'Big Brother' is one of the most successful shows on TV in recent times and the partnership will allow us to highlight the importance of protein in your diet to a nationwide audience."

According to figures from Channel 5, the average viewing audience for this year's 'Celebrity Big Brother' is 2.3 million, the same as its performance in January last year but 18% more than the show's average in summer 2012.

Dan Mogridge, associate director at MediaCom believes this deal will help extend Maximuscle’s reach "not just by using product placement, but by integrating Maximuscle into the show with relevant and engaging challenges".

Agostino Di Falco, partnerships director, Channel 5, said: "It’s great to work in such an innovative way with an established health and fitness brand like Maximuscle and moreover, to extend this partnership to the GSK mother brand."

The headline sponsor of 'Celebrity Big Brother' is bed shop Dreams and earlier this month Channel 5 signed a click-to-buy and product placement deal with Very.co.uk.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest

Blogging: how to make friends and influence people

Blogging: how to make friends and influence people

Apart from reach, credibility, trust and direct sales, what have bloggers ever done for marketers and brands? Quite a lot, argues Amanda McKenna, director of digital consultancy Zone, so why do brands often get it so wrong?

Share
Haywards pickles launches £750k brand-building campaign with Metro

Haywards pickles launches £750k brand-building campaign with Metro

Haywards, the pickled vegetable brand, has today partnered with Metro for a £750,000 campaign to attract younger consumers.

Share
Jimmy Savile victims urged to claim compensation in new ad campaign

Jimmy Savile victims urged to claim compensation in new ad campaign

Advertisements in The Times and the Daily Mirror today are calling on victims of sexual abuse by Jimmy Savile to claim compensation from the late BBC TV presenter's estate.

Share

Get news by email