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

MEC UK today launches 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 and 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 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.

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 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.

Stephen Penston, Head of Ad Sales UK at A+E Networks UK, says: “We are delighted to be partnering with Colgate on the launch of our brand new entertainment series Britain’s Next Top Model on Lifetime. It’s an exciting first for the channel, with the Colgate brand fully integrated into the series, across all platforms, which will serve to grow the brand association with Britain’s Next Top Model in a big way.”

Ana Sanchez, Marketing Director at Colgate, says: “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, MEC Access adds: “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.””