MEC UK launched a partnership this week between Colgate and Britain’s Next Top Model; 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 and social and digital, and will promote the new Expert White Toothbrush Plus Whitening Pen. The campaign was devised by MEC Access to create an integrated campaign of engaging content that would build awareness of Colgate’s Expert White Toothbrush Plus Whitening Pen among the target market of 25-44 year-old females.
“The deal highlights MEC’s diversity; we are not just a traditional media agency but can truly deliver a 360 degree campaign”
Colgate has been incorporated into the editorial of the new series of hit reality entertainment format Britain’s Next Top Model and the scope of the deal is a first-of-its-kind for the brand and for Lifetime in the UK. Colgate has also created exclusive content to promote the show and the brand partnership, across social and digital platforms. On February 4, the Colgate branded episode will show the models being 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.
MEC Access is the group's specialist business, increasing the relevance and profile of clients' brands and businesses through Active Engagement with sports, music, film, the arts and worthwhile causes, which enhance or amplify their values. They act to identify the properties that most closely meet the business objectives and manage end-to-end engagements from rights negotiation to programme management, on the ground activation and evaluation. Operating locally, regionally and globally, they have a unique set of insight and evaluation tools which create business-relevant programmes for clients.
“The brands are perfectly aligned, with Britain’s Next Top Model offering a rich, engaging platform to launch our innovative new product”
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. 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, 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 deal highlights 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. The partnership delivers a fully integrated solution across multiple platforms which will deliver a powerful and engaging campaign for Colgate.”
