Ice-Watch is planning to build on its partnership with ITV with sponsorship of a new TV show called Your Face Sounds Familiar.
The fashion watch brand has previously worked with the TV channel when it sponsored popular dating show Take Me Out, which it said had a direct result on sales at UK retailers, doubling sales.
The new show will be presented by Take Me Out presenter Paddy McGuinness and is a celebrity singing show. Celebrities will appear on the show to give a karaoke-style performance in full costume each week but will have no control over which music stars they impersonate.
The celebrities will be put to a panel of judges that will include comedian Julian Clary and Spice Girl Emma Bunton. Alesha Dixon will join McGuinness as a presenter.
The show will air later this year and Ice-Watch has signed up to a fully integrated advertising package that includes broadcast, online and mobile and was negotiated by ITV Commercial and Active International on behalf of the watch brand. The partnership will also be supported by a licensing agreement with Endemol UK.
Paul Harry, sales and marketing director for UK Ice-Watch distributor Peers Hardy, described the show as a perfect match for its target market, which he called "young, fun and fashion savvy". He said that Peers Hardy will use the ad campaign to launch new Ice-Watch collections.
Harry added: "Created by a specialist animation agency in Paris, the idents for Ice are original and exciting. Animations of the watches disco dancing illustrate their flexibility and slenderness in a fun and entertaining way. Creatives for the ever popular core collections Ice-White and Ice-Forever are eye-catching and colourful short videos, similar to those that proved so successful during our Take Me Out campaign.
"We are very happy to be working with ITV once again and are looking forward to celebrating another huge collaborative success.”