ITV Studios Global Entertainment has confirmed that Imperial Leather will be an official promotional partner for its Coronation Street 50th birthday celebrations next year.
The Cussons brand joins furniture store Harveys and Warburtons as promotional partners.
"Since our success with the Skinbliss/Britain's Next Top Model partnership earlier this year, we've been keen to explore other branded entertainment links," said Caroline Reynolds, senior brand manager at Imperial Leather. "When Coronation Street approached us with the opportunity to celebrate their 50th anniversary as a Best of British partner, it was such as fantastic audience and brand fit, we simply had to say yes."
The Best of British promotional brands are separate deals to the Harvey's broadcast and online sponsorship deal and will represent a slate of the UK's most loved products spanning FMCG and grocery products.
"This is the perfect pairing of the nations' favourite soaps, through what will be a highly visible and compelling promotional partnership," added Corine Pouvreau Miles, director of promotions and new business at ITV Studios Global Entertainment.