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The Only Way Is Essex for Astonish and Boutique

Boutique has delivered a new ITVBe sponsorship deal between The Only Way Is Essex and cleaning brand, Astonish.

The Leeds agency worked in collaboration with its partner agencies to secure the 2-series contract with the UK’s longest running reality series.

“Earlier this year, we embarked on a new phase for the brand, focusing our investment on not only increasing our ranges and distribution but also in our brand presence – specifically on TV,” explained Astonish Chief Executive, Howard Moss.

“We can’t wait to see what audiences this will unlock for us as we launch this new sponsorship.”

It follows the brand campaign from Principles, which launched in January.

In addition to the sponsorship of the Lime Pictures show, it will also have in-show product placement, a digital activation package and airtime, with Principles creating bespoke idents to showcase Astonish products “that uniquely aligns with the hit show’s personality.” 

“It’s brilliant to partner with a brand which has the heritage of Astonish, with huge ambition to scale but still retains the ability to move at pace and be bold in their decision making,” added Boutique Managing Partner, Alex Price.

“Audiences can expect to see more of Astonish’s personality through a mixture of itvBe on air placements, VOD and social content with some of The Only Way Is Essex’s most recognisable faces.”

The partnership was brokered by ITV’s sponsorship team and Nick Young on behalf of Lime Pictures.

“We are really excited to not only have Astonish back on ITV this year but also now to be working closely on this integrated partnership on the iconic show that is The Only Way Is Essex across sponsorship, product placement, licensing and activation,” said Jason Spencer, ITV Business Development Director.

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