Superdrug enters first broadcast partnership with Discovery's TLC

Superdrug has entered into its first TV partnership, a major seven-figure sponsorship deal with Discovery Networks for the new TLC entertainment channel.

Holly Valance: hosts Ultimate Shopper
Holly Valance: hosts Ultimate Shopper

Superdrug will sponsor over 720 hours of programming per month. The deal will include a range of different platforms including the new TLC website, on-demand, its social media community, off-air marketing, in-store and events.

The deal was brokered on Superdrug’s behalf by Zenith’s branded content arm Newcast and will run from 30 April when the new TLC channel launches on the BSkyB platform.

For Superdrug the deal will include on air accreditations across all TLC’s programming through 15-, 10- and five-second idents, produced by Discovery Creative.

The TLC and Superdrug brands will be integrated each other’s websites, sharing editorial content and regularly taking over one another's homepages. A variety of competitions will also run online and in-store, with prizes including a visit to the TLC set in London

As part of the deal TLC will be promoted across all Superdrug’s 900 UK stores through in-store activity, branding and a presence in the store’s magazine, Dare.

Both partners are considering further product placement opportunities.

Matt Walburn, the marketing director at Superdrug, said: "TLC has a fun interactive entertainment ethos, which is the perfect fit for our advertising campaign, 'That Superdrug Feeling’. Not only is it exciting for the business but there will be a host of opportunities for our customers and TLC viewers to be a part of."

TLC is an entertainment channel with the mission where "relatable meets the remarkable" and its programming will feature UK and global stars including Holly Valance in 'Ultimate Shopper', Dawn O’Porter in 'Undercover Mums' and Lisa Snowdon in 'Your Style in His Hands'.

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