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WE’s ‘Moving’ Eats Up Sponsorship

May 22, 2007  •  Post A Comment

Yogurt is a star of WE tv’s new series “She’s Moving In.”
“She’s Moving In” features couples who have decided to live together and focuses on the design and decor issues they face.
The series is sponsored by General Mills and the network has created a customized campaign for the company’s Yoplait yogurt, which will be eaten by the women and the designers featured in episodes of the show.
Yoplait also will be featured in tune-in spots, on-air billboards and online banners and included in WE tv’s monthly newsletter.
The six half hour episodes premiere in July.
“At WE tv we are constantly listening to our demographic to see what appeals to them, and ‘She’s Moving In’ really capitalizes on the interest that female TV viewers have in home-design programming,” said Kim Martin, executive VP/general manager for WE tv.
“Because … ‘She’s Moving In’ is an original series, it affords the network the opportunity to offer advertisers the chance to embed their branding messages within the programming,” said Arlene Manos, president of national network advertising sales for Rainbow Media, WE tv’s parent.
“The commitment of General Mills to the network reinforces WE’s value of providing sponsorship packages that make sense for advertisers looking to target their brand to a wide-ranging audience of women,” she added.
(Editor: Horowitz)

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