Toothpaste brand Macleans is sponsoring ITV's Dancing on Ice for the third year in a row.
The celebrity skating show returned last night and will be on air until 25 March.
During this time Macleans will run an on-pack promotion giving customers the chance to win a £5,000 makeover.
"Our sponsorship of Dancing on Ice has proved highly successful and we are really proud to be associated for the third year,” said Carla Speering, a brand director at GlaxoSmithKline Consumer Healthcare.
“On average 9 million viewers watched each episode last year and the huge popularity of the show is expected to drive awareness and sales of the Macleans’ range once again in 20122. We encourage retailers to stock up now to maximise sales.”