Spontex Back on the Shelves

Following on from its successful partnership in 2012, Spontex returns to sponsor the new series of supermarket series Trollied, showing on Sky 1 HD this Autumn.

In a deal brokered between Sky Media and Vizeum, Spontex’s range of cleaning products will continue to be featured through both sponsorship and product placement.

Spontex and Sky 1 HD will also re-run an on-pack promotion which successfully attracted over 12,000 entries. From August 2013, approximately two million Spontex products will be distributed in nearly 1,500 stores nationwide - double that of last year’s activity - carrying details of the competition which will give customers the chance to win £5,000 to spend on their year’s shopping. In addition, co-branded merchandise will provide even more chances for people to win via Spontex’s facebook page where the brand now has an audience of over 10,000.

As part of last year’s campaign, a single-source study tracked actual purchasing of Trollied viewers using Sky’s viewing panel SkyView and Kantar’s World Panel. The results shows that, following the campaign the share of market for Spontex rose by just under a third, taking their slice of household cleaning products from 11.7 to 15.1%.

Commenting on the deal, Joanne Evans, UK Head of Marketing for Spontex said: “The key objective of the Spontex Trollied campaign was to rejuvenate the brand. We assessed success based on awareness and recall shifts, and we’re really pleased with the results. Vizeum and Sky have both been fantastic partners to work with, and have really grasped the personality of the Spontex brand, understood our key objectives and shared our enthusiasm and drive to make this a truly memorable and successful campaign. We’re so pleased with the success of this campaign in 2012 that we have extended the partnership in 2013 to include further joint high profile activity later in the year.”

David Shore, Head of Business Development, Sky Media, added: “Trollied continues to be a success for Sky 1, and it’s great that Spontex are returning as sponsor and product placement partner for the new series. Spontex is an ideal brand to work with, they reflect the tone and personality of the programme and have also been up for having fun with the creative and product in-show. Not only has the campaign been received positively by our viewers, but we’ve been able to activate the partnership even further this year including co-branded merchandise making the collaboration even bigger and better for 2013”.

Trollied Series 1 launched in August 2011, attracting an audience of 1.9 million viewers, the highest rating multi-channel comedy launch in British TV history.