Media: Big Brother to feature product placement

Right Guard deodorant and Theramed toothpaste will be among the first physical branded items to be on show in the Big Brother house as part of a product-placement deal.

The placements, which include got2b styling products and Gliss Shampoo, are part of a wider £2m partnership between the brands' parent group Henkel and Channel 5.

Henkel's Schwarzkopf Live Color XXL hair dye is the headline sponsor of Big Brother, Celebrity Big Brother and Big Brother's Bit on the Side and packets of the dye will also be available to the housemates.

The branded products will be placed in the bathroom of the Big Brother house for the housemates to use and additional supplies will be available in the larder.

Ben Haxworth, head of marketing at Schwarzkopf & Henkel, said that placing Live Color XXL hair dye in the Big Brother bathroom was a 'natural extension of this highly innovative sponsorship deal'.

The deal was negotiated with Channel 5 and producer Endemol by MEC Access on Henkel's behalf.

Channel 5 has previously shown two films in the Big Brother house - Touchstone Pictures' Fright Night and Paramount Pictures' Paranormal Activity 3 - but this is the first time a brand has paid for a physical product to appear in the show.

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