• Promo, Monday, January 15, 2007 11 AM

Pond's is slathering on the promotion in a deal with USA Network that includes product and brand integration, product placement, TV spots, show packaging, series title treatments and radio announcement for "The Starter Wife," which airs in May.

"The characters will interact with Pond's in an unusual way," promises Stacie Bright, a spokesperson for Unilever, which manufacturers the brand.

Supporting the sponsorship, targeting 40-something women, is a contest. Five winners will have their stories and beauty philosophies featured in separate vignettes that will air during "The Starter Wife." Beginning in May, a watch-and-win promotion kicks off. The promotion includes all Ponds' products on shelves at mass retailers. P-O-P, print, online media and public relations support the promotion.

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