Bepanthen to sponsor baby and parenting shows on Discovery

Bepanthen, the nappy care brand, has signed a six-figure deal to sponsor all baby and parenting programming aired on Discovery Network UK's Home and Health channel for 10 months from Thursday.

Bepanthen: sponsors Discovery shows
Bepanthen: sponsors Discovery shows

The deal includes 150 hours of programming per month with 80 accreditations running per hour as openers, closers and break bumpers on the channel.

The initiative will promote the brand's new creative positioning, 'Everyday Care and Protection'.

As well as the on-air promotion, the campaign includes digital activity such as an integrated microsite and mentions in Discovery's newsletter. There will also be a competition, promoted on air, through social media and Discovery’s website.

Programming encompassed by the deal includes shows such as 'Birth Day Girls', which shows how a new baby can affect a couple's life, and 'Myleene Klass' Bumps, Babies & Beyond', which is full of advice on parenting and family life. 

Juliane Niklaus, the senior brand manager, Bepanthen, said: "Our sponsorship of baby time on Discovery Home and Health allows us to speak to our audience of mums-to-be and new mums in an environment that is interesting and compelling but above all useful to them.

"We realise the importance of shared experiences, particularly in the daunting world of pregnancy and parenthood, which is why this partnership is a great fit for Bepanthen."

Michael Holt, the director brand partnerships at Discovery Networks UK, and Ivan Lazorov, director, Mediacom Beyond Advertising, brokered the deal.

Martin Heaton-Cooper, the vice president, commercial development UK, Ireland & IAS EMEA, Discovery, said: "At Discovery we’re all about storytelling and with this new partnership we are able to become part of our viewers' stories too."

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