Vice will soon be launching Broadly, a new channel that will appeal to a young female Millennial demographic with anything and everything to do with female culture, including politics, sex and fashion.
As a brand that has been working in partnership with Vice since 2012, Unilever jumped at the chance to sponsor the new channel, as part of a multi-year deal that will promote personal care products from Vaseline, Dove, Sure and Tresemme. Content on the Millennial storytelling site will be sponsored, branded and co-created.
Unilever CMO Keith Weed describes that: "We make everyday products and brands that are part of people lives. What Vice has done brilliantly is become woven into people lives; it’s not something people go to, Vice is a part of their lives." Since many young consumers appreciate authenticity and being part of discussions with a brand, Broadly will be a valuable opportunity for Unilever and Vice to directly interact with readers.