Oral care brand Colgate has embarked on a new partnership with reality television series Britain’s Next Top Model.
The first-of-a-kind deal for Colgate sees the brand incorporated into the editorial of the current series, which has already started. Colgate is also running exclusive content to promote the show and the partnership across social media. The campaign was created by MEC Access and promotes Colgate’s Expert White Toothbrush Plus Whitening Pen. The series is being aired on A+E Network’s channel Lifetime.
Ana Sanchez, Marketing Director at Colgate, said: “Colgate is excited to be working with MEC Access in forging a fully integrated partnership with Britain’s Next Top Model. The brands are perfectly aligned, with Britain’s Next Top Model offering a rich, engaging platform to launch our innovative new product – Colgate Expert White Toothbrush Plus Whitening Pen.”
Sanchez added: “It has been a great process, working closely with Lifetime and show presenter Abbey Clancy on a fully integrated solution that is set to bring the product to life from screen through to point of purchase. We look forward to delighting consumers with our new whitening innovation and the partnership with Britain’s Next Top Model.”
Terri Squibb, Account Director at MEC Access said: “The deal highlight’s MEC’s diversity; we are not just a traditional media agency but can truly deliver a 360 degree campaign, in this case including everything from talent negotiation to planning a launch event.”
