In a move reminiscent of Swiss Chalet’s 2011 chicken channel, P&G’s Febreze has partnered with Shaw Media to promote Febreze’s new Sleep Serenity Collection with custom on-demand programming aimed at promoting a good night’s sleep.

Dubbed “sleep channels” by Shaw, the programming is available on Shaw Media’s Global Go app and on Global Television’s video on demand channel. Each of the three 60-minute programs, produced in-house, feature soothing music and images aimed at easing the viewer to sleep.

The programming is themed to reflect the three new scents in the collection – Moonlit Lavender,Warm Milk & Honey and Quiet Jasmine – and are targeted primarily at women aged 25 to 54, says Christine Saunders, EVP, managing director at Starcom MediaVest Group, which handled the media strategy and buying for the execution.

Promotions for the branded content will run on Shaw Media properties at bedtime, between 10 p.m. and 2 a.m.

Errol Da-Ré, SVP, sales for Shaw Media says this execution is the first time the media co has used its on-demand platform for this type of marketing strategy.

The “sleep channels” were created with media from Starcom MediaVest Group and additional work from MediaCom and BCP.

From Media in Canada