Velvet is continuing to build their brand icon, the Baby MD, by sponsoring the popular TV programme, Supernanny. Already an established character, the Baby MD had been an integral part of Velvet’s communication activities and has featured in all TV commercials for over 18 months.
Having an MD (Managing Director) as the brand icon allows Velvet to communicate two key messages – that it is a quality product with superior softness. The character of the Baby MD particularly appeals to Mums with children – a key target market for Velvet.
Supernanny will air from June to November on both Channel 4 and E4. Sponsorship clips will feature in all shows (Supernanny UK, Supernanny US and Beyond the Naughty Step), exposing viewers to at least 55 seconds of the Baby MD and Velvet branding throughout each show. There have been 14 different creative clips developed especially for the show – illustrating a selection of product and character based scenarios.
“One of the appeals of the Supernanny programme to Velvet was the great creative fit it provided, allowing us to make the most of the strapline “Who’s in charge”, mirroring the Baby MD character with Supernanny, Jo Frost”, says Joanne Mathers, Velvet Brand Manager. “Our hope is that viewers find the creative we have developed both enjoyable and effective”.
Velvet is SCA's
tissue brand in the UK.
Click on one of the links to see the Supernanny clips.
"Who's in charge" (high res)
"Who's in charge (low res)