The deal, which will see the brand debut on TV next month, is the first above-the-line support Bliss has received since it launched last September. Part of a £2m marketing package for
this year, the tie-up is intended to increase brand awareness among Bliss’ target 18 to 34-year-old female audience.
Paul Stanger, Scottish Courage Brands’ customer marketing director, said: “There is a tremendous synergy between the audiences of Footballers’ Wives and Bliss and the sponsorship provides us with a unique opportunity to marry Bliss’ brand positioning with the excitement and glamour of Footballers’ Wives.”
In a new scheduling arrangement, the third series will be shown on ITV1 and ITV2, offering Bliss the prospect of more exposure than that offered by similar ITV deals in the past.