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
Media Week Jobs
Search for more media jobs

Latest

Pamco names Jan Gooding as chair and appoints Ipsos Mori for new measurement service

Pamco names Jan Gooding as chair and appoints Ipsos Mori for new measurement service

The newly created Publishers Audience Measurement Company, Pamco, has announced that Jan Gooding, the group brand director at insurance company Aviva, is joining as chair of the organisation.

Share
Maxus brings in ZenithOptimedia's Symons as head of talent

Maxus brings in ZenithOptimedia's Symons as head of talent

Maxus has appointed Rudi Symons as its first EMEA head of talent and culture.

Share
Most people do not know how UK newspapers are funded by advertising, reveals study

Most people do not know how UK newspapers are funded by advertising, reveals study

Consumers underestimate the contribution that advertising revenue has in funding high quality editorial, research from video advertising specialist Teads has found.

Share

Get news by email