Unlike most syndicated TV marketing deals that run for a few weeks, this program was launched in November and runs until May. The integrated campaign, "From You 2 New," encompasses a weekly sweepstakes, television ads, co-branded national magazine advertising, online, and point-of-sale.
Viewers may enter to win one of five grand prizes, a beauty transformation where each of them will be filmed and featured as a segment on "Starting Over."
Set in a house in Chicago, "Starting Over" tracks a group of women attempting life changes while living under the same roof.
%%PULLQUOTE_RIGHT%% "The theme of having the courage to change has been floating around the Nice 'n Easy camp and ironically at the same time we came across 'Starting Over' which had the same concept," said Jarrod Moses, CEO of Alliance, the Grey Global Group entertainment marketing unit that works with Clairol. The deal was driven on the Clairol end by Charlene Sawyers, Director of Marketing.
NBC Enterprises VP-Marketing Mary Beth McAdaragh and her integrated marketing and promotion agency, Marathon Ventures, negotiated the arrangement from the other side.
Moses went to lengths to assure Madison+Vine that this was far from a product placement deal. "It's about equity exchange… as far as product placement, if it works creatively, we'll do it, but it didn't drive this deal."