Unilever has struck a deal with Vice to sponsor the publisher's upcoming new channel Broadly — a female-focused site with daily editorial and video content spanning politics, culture, sex and fashion.
The multi-year deal, which starts this summer, will give Unilever access to "hundreds of millions" of viewers via sponsorship and content co-creation on the Vice-owned site.
Vice has carved out a niche for itself with a Millennial-focused "storytelling" platform with "attitude [and] tone." The move will see the CPG giant become the exclusive personal care partner, though Vice confirmed it is looking to sign up other brands from other sectors.
The deal will kick off with four brands initially — Vaseline, Dove, Sure and Tresemme — with a focus on sponsorship and branded content, though Vice will maintain editorial autonomy.
Unilever has been in partnership with Vice since 2012, and is the lead business on site Collectively, which aims to "celebrate" and "connect" cutting-edge ideas that are shaping the future sustainably.
Speaking at Cannes Lions, Unilever CMO Keith Weed said: "This is a sign of what’s changing in our industry; the challenge is around content and how brands create relevant, penetrating content in people lives.
"No one’s done it quite like Vice has. And we believe Broadly is fantastic for Unilever and our target audience."
He added: "We make everyday products and brands that are part of people lives. What Vice has done brilliantly is become woven into people lives; it’s not something people go to, Vice is a part of their lives. We want that. And learning the way Vice develops content is a great lesson for us."
This article first appeared on marketingmagazine.co.uk.