Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

CBS Tries Out a New Recipe for Unilever

What You Should Have Read, Oct. 21, 2008

Published on .

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.
Most Popular
In this article: