mother-and-daughter-stillITV Commercial has signed a deal with NIVEA, the world’s largest skincare brand, to sponsor ITV1’s flagship daytime show ‘This Morning’ starting from 4th October 2010.

The package negotiated by ITV Commercial and Carat Sponsorship on behalf of Beiersdorf UK Ltd., who own the NIVEA brand, includes broadcast, online, interactive, mobile and licensing.

‘This Morning’, ITV1’s flagship daytime show produced by ITV Studios fuses live topical discussion with celebrity chat and lifestyle features which have a strong emphasis on “making life a little easier”. The show is hosted by Phillip Schofield and Holly Willoughby with Eamonn Holmes and Ruth Langsford each Friday. ‘This Morning’, now in its 22nd year recently launched successful weekend shows offering highlights from the week.

Kirsten Gillard, Deputy Sponsorship Controller, ITV said: “Without doubt ‘This Morning’ is one of our most sought after daytime programmes, and we are delighted to announce that NIVEA will be committed for the next two years.  The duration and consistent scheduling will act as the perfect platform for NIVEA allowing for detailed communication and further activation via the wide expanse of platforms incorporated within this deal”.

Nicolo Pome, Marketing Director at Beiersdorf, said: “We are really excited to be sponsoring This Morning, an iconic brand which has very similar values to NIVEA. This provides a great opportunity to engage consumers with our Feel Closer platform, tapping into the emotional connection the show has with UK women and creating a greater understanding of what the NIVEA brand stands for today.

Maria Donaldson, Sponsorship Manager at Carat Sponsorship who negotiated the deal said: “‘This Morning’ is a great fit for the NIVEA brand and the sponsorship will provide the perfect platform from which to showcase the range of products in the portfolio”.

The sponsorship credits have been produced by TBWA/London with the strapline ‘NIVEA Feel Closer’. The idea behind the idents is ‘This is Britain’ – diverse in culture, class and geography. The idents capture moments of closeness in different relationships – Mother and Daughter/Father and son/ friends/ husbands and wives.

They celebrate the unique role that NIVEA plays in British morning, helping you feel great about your skin, helping you get closer to the ones you love.

THIS MORNING is live each weekday at 10.30am – 12.30pm on ITV1. THIS MORNING: Saturday and THIS MORNING: Sunday is on at 11.30am on ITV1. Visit the new website for more information.

Beiersdorf UK Ltd

Tel: 0121 329 8800

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