Danone gets messy with Splatalot

The CPG company will promote its new tween-targeted yogurt via an integration with the game show.

When in the hands of a toddler, yogurt is always a messy experience, but Danone is taking the concept to a wider audience with a just-announced integration deal with new YTV show Splatalot.

Danone has signed on as the presenting sponsor of the new game show, which is produced by Toronto-based Marblemedia and airing on Corus’s YTV starting March 14. Danone will be promoting its new yogurt product, Coolision, which is targeted at a tween audience.

The deal was handled by MPG and YTV.

Coolision is set to be featured right off the bat, with branded integration in the series’ opening sequence. Thirty-second spots will also include Coolision tags and online banners will be placed on the Splatalot homepage.

The star piece of the integration puzzle is a branded segment, Best Coolisions of the Day, which will feature highlights of the best wipeouts of the day. It will run before the last act of each episode and online at YTV.com. Danone branding will also be featured on the show’s pages on YTV.com and the brand is sponsoring an online game, the Danone Castle Coolision.

Splatalot will be getting extra promotion with YTV’s afterschool block, The Zone. Starting April 4, The Zone hosts will encourage viewers to enter The Ultimate King of the Castle competition, where viewers can win a chance to appear on Splatalot. The contest will be promoted with 30-second spots on YTV and online banners on YTV.com.