Astonish-ing New Partnership Announced by Boutique

Multi-channel marketing agency, Boutique, delivers new itvBe sponsorship deal with the iconic The Only Way Is Essex for eco-friendly cleaning brand, Astonish.

The new sponsorship deal with the UK’s longest running reality series will span two series across 2024 with the first episode airing 24th March. This latest move sees the brand extend their reach following a successful brand campaign launched by Boutique and Principles (creative agency) earlier this year.

With true collaboration between Astonish agency partners, Boutique has secured show sponsorship, 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.

The light-hearted snippets feature dolls recreating relatable scenes from the series, using Astonish products as props, with the aim of driving relevance of the brand’s product range.

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
Jason Spencer

Astonish Chief Executive, Howard Moss, says: “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.

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

Boutique Managing Partner, Alex Price, adds: “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.

“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.”

Jason Spencer, ITV Business Development Director said: “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.”

Astonish has invested significantly in ITV advertising in 2024, which has all been bought and planned by Boutique. The Only Way Is Essex is produced by Lime Pictures and has been recommissioned by ITV. The partnership was brokered by ITV’s sponsorship team and Nick Young on behalf of Lime Pictures.

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