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Colgate cuts teeth as first branded social sponsor of Married At First Sight UK

By Taruka Srivastava, Freelance journalist

July 27, 2022 | 3 min read

Channel 4 has onboarded Colgate Max White Ultra as the first branded social sponsor of Married At First Sight UK.

Colgate Max White Ultra onboards as branded social sponsor of Married at First Sight UK

Colgate Max White Ultra is now branded social sponsor of Married At First Sight UK

As part of the partnership, Colgate’s Max White Ultra range will be promoted on E4 and All 4, including the spin-off show MAFS: Afterparty and across linear, digital and social. Furthermore, Colgate Max White, Palmolive and Sanex products will all feature as product placements.

Colgate has also purchased the rights to use the Married At First Sight UK branding across its social media and website. A spot created by Recipe will be launched featuring close-ups of dazzling teeth in popular scenes from the show, such as the wedding day and commitment ceremony.

Channel 4’s commercial arm 4Sales was responsible for brokering the deal and matchmaking with Colgate’s media agency Wavemaker. Wavemaker is additionally responsible for overarching project management.

Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4, said: “We’re delighted to welcome Colgate as the new sponsor for one of E4’s most exciting and highly-anticipated shows. With such an engaged audience tuning in, Colgate’s integrated sponsorship of Married At First Sight UK is sure to deliver fantastic results for the brand.”

Rob Marcus, consumer experience director Northern Europe Hub, Colgate, said: “Max White Ultra Toothpaste is Colgate’s biggest new product launch in 2022. Partnering with Wavemaker, we identified weddings as a key trigger moment for people to care more about teeth whitening, so sponsoring Married At First Sight on E4 felt like a no-brainer, delivering our most creative, integrated TV and digital sponsorship to date.”

Verra Budimlija, chief strategy officer, Wavemaker UK, added: “Marriage is a key life moment where people want to feel their best self, an occasion that matters and a place where Colgate Max White Ultra – and its ability to inspire confidence in your smile – was bound to get a good reception. As a show that already naturally makes viewers across the nation smile, this was a perfect marriage for Colgate right through from sponsorship, product placement and cementing that association through the brand license. It’s sure to dazzle, and we’re looking forward to seeing it come to life on the big day.”

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