Sheen joins forces with The Only Way is Essex


Casio brand Sheen has signed a multi-platform sponsorship and licensing package, as well as a product placement agreement, with The Only Way is Essex on ITV2.

ITV Commercial has announced that Casio Sheen, the female timepiece collection from Casio, will partner with The Only Way is Essex on ITV2. The partnership includes a multi-platform sponsorship and licensing package as well as a product placement agreement.

The deal incorporates an integrated sponsorship package across broadcast, online and mobile platforms and kicks off when the 10th series of the reality television show returns later in the year.


Licensing elements of the partnership will be activated off-air. Initial activity gives viewers the chance to win a styling session at Essex-based Minnie’s Boutique shop, co-owned by stars of the show Sam and Billie Faiers, which regularly appears in the series. The competition will feature in store at H Samuel, within the upcoming H Samuel Christmas catalogue, as well as being pushed out through all of Casio Sheen’s online channels.

As part of the integrated partnership, Casio Sheen products will begin to appear in contextually relevant places in the new series.

The Sheen range of watches includes a mix of metals and the addition of Swarovski elements to reflect Essex. The ninth series of The Only Way is Essex achieved an average consolidated audience of 1.4 million viewers and a 7% share of the audience. Casio Sheen head of marketing Tim Gould said: “We are really excited about this opportunity to partner with The Only Way Is Essex. We have some great new timepieces which we can’t wait to show consumers, and with such high viewing figures this is a natural choice for our female collection.”

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