Haircare brand TRESemmé Alberto Culver is to sponsor the next series of Britain & Ireland's Next Top Model when it begins on Sky Living next week, a deal that will include Sky’s first use of product placement.

The seventh series of the programme will see TRESemmé launch a campaign to support its sponsorship of the series, created by FBH, and include a series of eight 15 second idents and five second break bumpers, a dedicated microsite, online advertising and social media activity.

The sponsorship deal has also included media agency Carat negotiating Sky’s first ever product placement activity and will include products such as the brand’s 24 hour Plumping Powder, Heat Defence and Smooth styling Range.

Online advertising will run across several fashion websites, as well as Sky’s own site, extending the theme taken from the idents, but with ‘harder-hitting’ sales messages and product details, while the microsite, also created by FBH, will incorporate various promotional strands while also inviting consumers to ‘update their look’ through either the site or Facebook.

The dedicated microsite, also created by FBH incite, incorporates various promotional strands and invites consumers to “upload their look” either on the site itself or on facebook via a specially-created link.  Fans can share their own “everyday catwalk looks.”