CBS Tries Out a New Recipe for Unilever

What You Should Have Read, Oct. 21, 2008

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CBS Tries Out a New Recipe for Unilever

The Wall Street Journal reports on CBS's latest answer to ad zapping: an ad partnership with Unilever's Bertolli Italian-food brand that seeks to blend advertising and entertainment in a new campaign. The campaign was launched during the network's two-hour comedy block on Monday nights, and will continue for several weeks. To entice Unilever, the Anglo-Dutch consumer-product giant, to spend on its network, CBS created a campaign featuring the host of its entertainment-news show "The Insider." Throughout the four show lineup, the host tells viewers the way to make Monday's easy is to bake up some Bertolli pasta and watch CBS sitcoms.
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