[JohnnyBB]

the big brother 2012 housemates will be seen using brands such as right guard deodorant and got2b styling gel after henkel struck a product placement deal with channel 5.

According to mediaweek, it is an extension of the £2million contract the personal care company signed for schwarzkopf livecolor xxl hair dye to become big brother’s headline sponsor.

As part of the agreement, various henkel products – which will also include theramed toothpaste, gliss shampoo and packets of livecolor xxl – will be placed in the bathroom for the groups’ use, with additional supplies available in the store cupboard.

It is the first time since product placement was introduced that a manufacturer has paid to have branded products featured in the show.

Nick bampton, channel 5′s commercial sales director, said: “this innovative product placement deal is the next step in the evolution of the show and demonstrates the speed, enterprise and ingenuity of channel 5 when delivering these bespoke partnerships.”

chantal rickards, head of branded content at mec access – the firm which negotiated the deal for henkel – added: “this partnership has allowed us to get the best out of sponsorship, product placement and product integration in a major tv series.

“it has been a collaborative and symbiotic process with all parties really wanting to make it work for each other. This initiative puts the schwarzkopf and henkel brands directly in front of the perfect target audience in the right environment.”

last year’s series featured product placement from touchstone pictures and paramount pictures, who used big brother to promote their films ‘fight night’ and ‘paranormal activity 3′.

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