Clairol’s Nice’ n Easy hair dye has been named the sponsor of ‘The Honesty Box’, a new reality series premiering on E4.
The deal will include linear sponsorship of the programme on E4 and Channel 4 streaming, as well as social sponsorship on the broadcaster’s TikTok, Instagram and Facebook channels.
Specialist partnerships agency SPP brokered the deal, and it was facilitated by media agency Digitas.
Yulia Kretova, head of marketing at Retail UK Wella, said: “Clairol Nice’n Easy knows that dating shows provide the perfect blend of authenticity and playfulness, an ideal space to help consumers find their perfect (colour) match.
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“Our latest campaign seizes the opportunity presented by ‘The Honesty Box’, a show brimming with relatable hosts, high-energy drama and unmissable moments. This partnership allows Nice’n Easy’s vibrant personality to shine while spotlighting the brand’s trusted range in a fresh and engaging way.”
According to the brand, its idents, which show its hair dye boxes chatting to each other, aim to align the brand with “moments of honesty and self-expression”.
The idents were devised by advertising agency Recipe.
Rupinder Downie, content solutions leader at Channel 4 said: “We’re loving the buzz for Channel 4’s new reality series ‘The Honesty Box’, and are thrilled Clairol Nice’n Easy’s hair colour range will feature on our screens and socials as sponsors for the show. Channel 4’s great selection of reality shows enables brands to spotlight their offering and reach their key audiences nationwide.”
