Colgate sponsors breakfast on Heart

Colgate, the Colgate-Palmolive toothpaste brand, is to sponsor the breakfast shows across Global Radio's Heart network for the next four weeks from today (9 May), as part of its "Keep Britain Smiling" mission.

All smiles: presenters Jamie Theakston and Harriet Scott of Heart 106.2
All smiles: presenters Jamie Theakston and Harriet Scott of Heart 106.2

The deal, which was negotiated by MEC Access, the sponsorship division of WPP media agency MEC, will include an online presence and experiential activity with the Heart Angels street-marketing teams, as well as on-air sponsorship trails.

The sponsorship coincides with the Heart network’s "Feel Good Month of May" promotion and a spokesman for Heart said Colgate’s sponsorship of all 17 regional Heart Breakfast shows would reach an audience of more than 4.3 million people a week.

Colgate’s "Keep Britain Smiling" campaign aims to collect one million "smiles" during May and June, and has pledged to donate £100,000 to children’s charity Barnardo’s when that target has been reached.

On Colgate’s Facebook page, every photograph of a smile is worth "10 smiles", comments on Colgate’s Facebook wall count as "two smiles", and every time someone likes Colgate’s page, this is treated as "one smile".

Martin Field, UK director of fundraising at Barnardo’s, said: "We believe that helping a child to smile will give them confidence. Give a child confidence and you improve their chances of achieving their full potential.

"Allow a child to achieve their full potential and they'll keep smiling for a lifetime, which is why we strongly believe in Colgate's 'Keep Britain Smiling Campaign', so please help today."


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share
Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom has struck a deal with ITV to fill the first ad break of the channel's new breakfast show, 'Good Morning Britain', with spots for its clients.

Share

Get news by email