Last updated June 5, 2024 – 11:40am
Colgate has launched its first UK podcast advertising campaign with Stephen Bartlett's “Diary of a CEO.”
The collaboration, in a deal coordinated through Colgate's media agencies Wavemaker UK and Adelicious, is part of the brand's strategy to expand its reach to consumers in more diverse ways.
Colgate partnered with the podcast due to its significant impact, attracting a demographically balanced audience of millions each week who prioritize personal development and wellness.
The six-month campaign will position Colgate Total as a superior toothpaste to prevent oral care issues and will also introduce the brand's latest offering, Colgate Total Plaque ProRelease.
Stephen's readings about Colgate Total will appear in various segments of each show, highlighting the benefits of the brand along with Stephen's own personal endorsement.
Rob Marcus, Colgate’s head of marketing for Northern Europe, said: “Partnering with Colgate Total, the UK’s number one toothpaste brand, and The Diary of a CEO, the UK’s number one podcast, felt like a very natural fit for our first-ever podcast campaign.
“We are both trusted specialist brands that share common values and a philosophy of proactively looking after your health and proactively understanding and preventing health issues before they occur. Together we can help create a healthier future for everyone in the UK.”
Antonia Digby, content director at Wavemaker UK, said: “We're thrilled to launch Colgate's first ever UK podcast advertising campaign in partnership with Stephen Bartlett's Diary of a CEO. This campaign brings together two highly credible brands with shared values and a shared audience – it's truly the perfect partnership.”
Christiana Brenton, chief commercial officer at Flight Studio, home of DOAC, said, “'Diary of a CEO' provides the ideal platform to showcase the benefits of Colgate Total's advanced oral care directly to the engaged health-conscious people Steven and his guests host each week. We're confident Colgate will realize the power of podcasting in this first-of-its-kind campaign for the brand.”
Gemma O'Brien, sales director at adelicious, said: “Colgate and 'Diary of a CEO' are a perfect match of audience and message. This partnership not only marks an important milestone for Colgate, but also demonstrates adelicious' commitment to pioneering new avenues for brands to meaningfully connect with consumers.”
