[03/28/07 - 04:58 PM]
USA Network and Pond's(R) Create Unique Brand Partnership for "The Starter Wife"
The fully-integrated media and marketing partnership is designed to "celebrate today's 40-something woman."

[via press release from USA]


From Air Waves to Store Aisles, 360� Branding Campaign Celebrates and Engages Today's 40-Something Woman at Multiple Touch Points

NEW YORK � March 28, 2007 � Seeking to move beyond the boundaries of traditional marketing, USA Network and POND'S�, the face care brand that gives women the "beauty edge," and the exclusive presenting sponsor of the upcoming six-hour television event, THE STARTER WIFE, have teamed up to create a fully-integrated media and marketing partnership that celebrates today's 40-something woman. The result is a unique, multi-layered campaign that uses extensive on-air, online, mobile, in-store, print and outdoor promotions to connect with the sexy, sassy, confident women who personify the grown-up beauty of POND'S.

"From the inception of the campaign and through every step of the way, our close partnership has been a creative synergy," said Chris McCumber, senior vice president of marketing and brand strategy at USA. "It's a perfect marriage of our 'Characters Welcome' platform and POND'S brand essence."

According to Srini Sripada, Unilever, marketing director, POND'S, "We are thrilled to join forces with USA Network and THE STARTER WIFE to showcase and celebrate fabulous 40-something women." Sripada added, "This 360� integrated campaign allows us to engage and surround women who are full of life and life's experiences." POND'S and USA's co-branded campaign will be driven by MindShare, Alcone Marketing, Ogilvy North America, OgilvyOne, Integrated Marketing Services and Weber Shandwick Worldwide, working as a collaborative team.

USA Network's six-hour television event THE STARTER WIFE presented by POND'S, premieres on Thursday, May 31 at 9pm/8c through Thursday, June 28. Based on The New York Times best-selling Simon & Schuster novel from author Gigi Levangie Grazer ("Rescue Me," "Maneater"), THE STARTER WIFE stars Emmy� Award winner Debra Messing ("Will & Grace," "The Wedding Date") and features Golden Globe� winner, Emmy Award winner and Academy Award� nominee Judy Davis, and Tony� winner, Emmy winner Joe Mantegna and Tony winner Anika Noni Rose ("Dreamgirls"), among others.

THE STARTER WIFE and POND'S fully-integrated media and marketing partnership began with the film's production and continues through the premiere in 2007. Marketing efforts include a Hollywood premiere, traditional media promotions, retail point-of-sale and public relations:

� Logo Integration: Visual integration within show packaging that includes series logo title treatment and audio presence everywhere THE STARTER WIFE is mentioned.

� Branded Content: Organic brand and product integration, as well as product placement.

� Advertising: POND'S is included in all on-air and off-channel advertising efforts including television, OOH, radio, print and digital media. POND'S also will be featured in the premiere Power Pod.

� Online:

� Starterwife.usanetwork.com: POND'S will be the presenting sponsor for the official STARTER WIFE website with exclusive video, character blogs, games, fashion, dating and fitness tips as well as other community elements.

� Webisodes: Five weekly three-minute webisodes will feature three privileged Hollywood Wives -- Sharon, Katie and Lisa who dish and diss about the latest Hollywood gossip.

� iVillage: USA Network and NBC Universal's iVillage will create a complimentary STARTER WIFE-themed microsite, focused on reinvention, self-improvement and self-empowerment.

� Consumer involvement:

� THE STARTER WIFE 40s and Fabulous Contest: POND'S is unleashing a coast-to-coast search for the five 40-something women who best embody the POND'S brand of grown-up beauty. Five winners will be featured in separate vignettes that highlight their unique stories and beauty philosophies, and the vignettes will air during THE STARTER WIFE.

� Dazzling Diamonds Sweepstakes: THE STARTER WIFE viewers have a chance to win dazzling right hand diamond rings � the ultimate symbol of empowerment and confidence for 40+ women. Starting in April, consumers can look for specially marked packages of POND'S products featuring a sticker with a unique game code. One winning code will be revealed each week during THE STARTER WIFE.

THE STARTER WIFE is a sexy, savvy and wickedly funny tour de force about life after divorce and one woman's (Messing) quest to redefine herself after years of marriage to a Hollywood studio head. After being blacklisted from premieres to pilates, Molly Kagan searches to rediscover life after divorce. A brief respite in Malibu and some oh-so-Hollywood friends prove to be the perfect cocktail for her transformation from "Starter Wife" to her new life.

THE STARTER WIFE is being executive produced by Grazer and penned by the feature writing team of Sara Parriott & Josann McGibbon ("Runaway Bride"), who also will serve as executive producers along with Stephanie Davis ("The Caveman's Valentine") and Howard Klein ("The Office," "Carnivale") from 3 Arts Entertainment. THE STARTER WIFE is also being executive produced and directed by Jon Avnet ("Risky Business," "Fried Green Tomatoes") and co-executive produced by Jeff Hayes. NBC Universal Television Studio is producing. Laurette Hayden, senior vice president of longform programming for USA, will oversee all aspects of the project.

About POND'S�:

With a rich heritage for more than 100 years, POND'S�, a Unilever trusted face care brand, was first made famous for its classic Cold Cream. Today, the POND'S product line consists of anti-aging cleansers and moisturizers as well as several classics that meet the needs of women whose faces have begun to show signs of aging. POND'S keeps skin looking its best and helps women feel confident by delivering significant and noticeable skin benefits through innovative and effective ingredients. POND'S products are available at drug, mass merchandisers, club stores and supermarkets nationwide. Suggested retail price ranges from $3.99 to $19.99. For more information and skin care tips on POND'S products, visit www.ponds.com.

About Unilever:

Unilever [NYSE: UL, UN], one of the world's largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.

In the United States these brands include recognized names such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Lipton, Knorr, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 15,000 people in 66 office and manufacturing sites in 24 states and Puerto Rico� generating more than $9 billion in sales in 2005. For more information visit www.unileverusa.com.

About USA Network:

USA NETWORK is cable television's leading provider of original series and feature movies, sports and entertainment events, off-net television shows, and blockbuster theatrical films. The #1 basic cable network across the board for 2006, USA Network is seen in 90 million U.S. homes. The USA Network Web site is located at www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.

  [march 2007]  


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