Unilever has struck a deal with global media channel Vice to coincide with the launch of its new channel for women, Broadly. Vice’s offering for men has already made it something of a hot media property, but the new channel is seen as a move away from the ‘dude’ tone of its male equivalent.
More details are expected to follow, but er, ‘broadly’ the video-led channel will include content covering politics, culture, sex and fashion. The Unilever deal focuses on four global brands – Dove, Tresemme, Vaseline and Degree – which will appear through conventional advertising and content.
There’s plenty of buzz around the new channel and Vice is naturally effusive about Unilever’s involvement. “It’s truly amazing to see a huge global brand strive to get out ahead of the cultural curve and support a storytelling platform dedicated to young women everywhere” says Vice’s chief creative officer Eddy Moretti.
Via. Ad Age http://bit.ly/1FB5Skj