• by Wayne Friedman , April 7, 2009

Looking to recreate another branded TV marketing success for its women-targeted brands, Unilever has struck a massive deal for its Vaseline Aloe Fresh product with a new Lifetime Networks' miniseries "Maneater."

Vaseline Aloe Fresh will be the presenting sponsor of the two-part program, starring Sarah Chalke ("Scrubs"), set to air May 30 and 31 on Lifetime. The deal was put together by Unilever's media agency Group M's Mindshare.

Produced by Sony Pictures Television, "Maneater" focuses on a shallow, 32-year-old spoiled socialite who is working on a plan with family and friends to marry a hot filmmaker.

Two years ago, Unilever scored big with a marketing/promotional deal for its Pond's brand for USA Network's four night, six-hour miniseries "The Starter Wife," starring Debra Messing.

Marketing executives estimated the "Starter" deal was worth more than $20 million. That deal was also put together by Mindshare. Lifetime didn't disclose financial details for "Maneater."

"Starter Wife" evolved into a regular schedule series for the network. Both programs -- "The Starter Wife" and "Maneater" -- were based on books written by Gigi Levangie Grazer.

Like "Starter Wife," "Maneater" will be a full 360-degree promotion, which includes multiple branded integrations of Vaseline Aloe Fresh into the show; co-branded promotional spots running on-network, off-network and on radio. Branded-content vignettes will also run on the network starring Chalke.

Digital marketing efforts are also included, including e-cards, e-mail blasts and advertising on entertainment, women's and gossip sites. The promotion also has a national sweepstakes offering consumers a chance to win an all-expenses-paid trip for four to a Florida Keys beach house.

The show will get out-of-home media in 15 markets, including New York and Los Angeles, as well as in print media, including celebrity and lifestyle magazines and daily publications.