MEC UK Launches Colgate Partnership With Britain’s Next Top Model

MEC UK has launched a partnership for Colgate with Britain’s Next Top Model, in a first-of-its-kind deal for the brand and A+E Networks’ channel Lifetime, which has exclusive UK TV rights to the new series. The partnership includes sponsorship, product placement, social and digital, and is to promote the new Expert White Toothbrush Plus Whitening Pen.

The campaign was devised by MEC Access to create an integrated campaign of content that would build awareness of Colgate’s Expert White Toothbrush Plus Whitening Pen among the target market of 25-44 year-old females.

Colgate has been incorporated into the editorial of the new series of  Britain’s Next Top Model and Colgate has also created exclusive content to promote the show and the brand partnership, across social and digital platforms. On 4th February, the Colgate branded episode shows the models tasked with filming an advertisement for the new product.

There will also be a dedicated Colgate page within the Britain’s Next Top Model website hosting content from the launch party and additional content from the series.

Ana Sanchez, Marketing Director at Colgate, commented: “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. 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.” 

Terri Squibb, Account Director, MEC Access added: “Our expertise in connecting brands with desired target audiences has enabled us to create a fantastic partnership for Colgate with Lifetime and BNTM. The partnership delivers a fully integrated solution across multiple platforms which will deliver a powerful and engaging campaign for Colgate.”