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By Published on .

Dep Corp. will leverage presenting sponsorship of the new "Dawson's Creek" Web site with aggressive offline promotion supporting the relaunch of its Dep haircare brand.

Dep, recently purchased by German-based Henkel, is the first major brand to sponsor the Columbia TriStar Interactive site, launched Oct. 7 following the season premiere of the hit TV show. "Dawson's Creek" airs on the WB Network and is produced by Sony Corp.'s Columbia TriStar Television.

Although the deal was inked prior to Henkel's acquisition of Dep, the brand's new owner supports the sponsorship as well as Dep's relaunch initiatives.


Products bearing new packaging are starting to hit stores now. Print ads break in November-dated editions of top teen-targeted magazines.

The campaign from DavisElen Advertising, Los Angeles, promotes the full line of Dep products, not just individual items as past ads did. Creative positions Dep as a lifestyle brand for every teen.

Dep is mulling TV spots, which could air during "Dawson's Creek."

"We're in the midst of a major relaunch of the brand," said Geri Lieberman, director of marketing for Dep's haircare products. "The main consumer of our product is the same young audience that watches `Dawson's Creek.' In addition to new ads and a new look, we're looking to associate with key entertainment properties that mean something to our consumers."

Dawson's Desktop (www.dawsonscreek.com) has been designed to be a meaningful extension of the show, continuing story lines begun on the program and even creating elements. Dep has been integrated into the site, which purports to be the computer desktop of the show's main character, Dawson Leery (AA, July 13).


The marketer is backing two promotions as part of its sponsorship. The first was launched last week and ends in early December. Supported entirely on the site, the sweepstakes promotion offers as prizes products from Dep, Sony Consumer Electronics, Epic Records and other marketers. The second promotion arrives in mid-April and runs through May.

Henkel plans to bolster Dep's global marketing resources as well.

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