The Bachelor is returning to TV this July and, along with a whole new group of contestants, brands are joining a stellar line-up of sponsors.
Top brands including Wrigley's Extra, Nissan, Zamel's, Lion Diary and Goulburn Valley have signed on as partners for season 3 of the series, which starts 29 July.
Network Ten chief sales officer Louise Barrett said the show was a runaway hit last year, with the new seasons predicted to “create an even bigger buzz”.
“The Bachelor Australia is a multi screen sensation that clients cannot wait to support,” Barrett said.
“This year we are working closely with our major partners to deliver unique and innovative activations in the show.
“The Bachelor Australia was the most written-about and talked-about show of 2014 and was a huge smash online, capturing Australia's attention across social media. Its unique format provides powerful partnership and ingratiation opportunities on-screen and online.”
Barrett said that the final decision episode of 2014 increased 17% in viewership from the year before, with the show also increasing its Facebook fans by seven million and clocking more than 14 million video views on Network Ten's digital platform, tenplay.
Season 3 of the show will follow Sam Wood as he searches for his dram girl among a group of eligible bachelorettes. It also marks the first time Wrigley's Extra has sponsored The Bachelor, which is part of its multi-million dollar campaign to introduce its rebranded flagship gum Extra.
Wrigley's Pacific Marking Director Tami Cunningham said that the tie up aims to showcase the role of Wrigley's in dating to “rescue you in moments when you want to impress.”
“Extra believes that being at your best gives you the confidence to take advantage of whatever opportunities come your way, and this is a great fit with The Bachelor Australia,” Cunningham said.
“Our aim is to build brand salience though a mass integrated campaign, comprising TV, outdoor, digital, mobile, social and PR.
“The sponsorship will enable us to talk to consumers in a fun and engaging way, demonstrating how Extra can boost your confidence to impress and express yourself in those critical dating occasions, and help you smile throughout the day.”
Wrigley's will also have strong branding on Network Ten touch points including the tenplay website, Facebook, Twitter and Instagram pages along with a heavy-weight TV campaign featuring Ashton Kutcher.
Marking and innovation director of SPC Ardmona – another brand sponsor- Sandra Pereira said: “SPC, through its premium fruit brand Goulburn Valley, is excited to be a sponsor of The Bachelor Australia this season.
“We are constantly looking for new ways to add a bit of awesome through mixing and matching fruits and juices. The Bachelor's mixing and matching week on week is the perfect association for us.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org