Marking the first time an advertiser has teamed up with Coffee Republic, Living will join with the coffee shop chain for a campaign in all 67 stores. As well as special drinks such as Lipstick Lattes, Lipstick Jungle will also be branded on coffee cup sleeves, tables, loyalty cards and posters. Coffee Republic stores will also stock Living booklets highlighting Lipstick Jungle and other major Autumn shows.
Asos.com has been lined up as a brand partner, supporting the show with online promotions and competitions. Living has also joined with Bliss London Spa, with customers receiving a Lipstick Pedicure, cocktail and advance screening of the premier episode of the show.
In a deal with Bauer, and a first for Heat, the magazine is creating a Living branded faux back cover with three additional pages of advertorial showcasing the channel's autumn schedule highlights. Lipstick Jungle branded Oyster card holders will be handed out with Metros, complete with mirrors for travellers to check themselves out on the way to work. A Living creative will also be cover wrapped on London Lite and thelondonpaper in the evening.
On Heart FM, Living will run a series of on-air promotions and a competition to win a Lipstick Jungle pampering pack which will be delivered via a Lipstick Jungle-branded New York cab.
Media planning and buying was handled by Goodstuff and Manning Gottlieb OMD.
As well as Lipstick Jungle, starring Brooke Shields and written by Sex and the City author Candace Bushnell, Living's new season will include Dirty Dancing: The Time of Your Life, Underdog, and returning series Grey's Anatomy and America's Next Top Model.