Cleaning company Astonish has announced its sponsorship of reality TV show, The Only Way is Essex (TOWIE), for the next two series.

As a result, the company has recreated common scenes from the series with Barbie dolls featuring Astonish products as props, bookending the show’s ad breaks.

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The campaign, created by Yorkshire creative agency, Principles, with media bought by Boutique, aims to drive brand awareness amongst TOWIE’s audience of young adults.

Astonish has also collaborated with the show’s cast members to promote its products on their personal social media accounts.

ITV Business Development Director, Jason Spencer, said: “We are really excited to not only have Astonish back on ITV this year but also now to be working closely on this integrated partnership on the iconic show that is The Only Way Is Essex across sponsorship, product placement, licensing and activation.”

Astonish CEO, Howard Moss, added: “TOWIE is an ideal partnership for us. Its vibrant and light-hearted tone resonates well with our brand ethos, and it provides an excellent opportunity to connect with a younger demographic, who may not currently be familiar with Astonish products.

“TOWIE viewers frequently shop at retailers where our products are stocked, such as Home Bargains and B&M, making it a strategic fit for us to encourage brand and product trial with this audience.”