Colgate Brightens Up Australia’s Next Top Model
Last night Patts Y&R celebrated the screening of Australia’s Next Top Model episode 8 sponsored by Colgate, its client of over 80 years.
The Colgate Optic White episode premiered on FOX8 at 7.30pm and challenged contestants to show their ability to model for a real life advertising campaign. They undertook a live casting competition as well as a ‘moving runway’ challenge to demonstrate their confidence and composure under pressure.
GPY&R art director Brad Stapleton and Colgate Optic White brand manager Tina Kim judged the Colgate Optic White challenge and selected Lucy as the new face of Colgate Optic White. In the coming year Lucy will appear in a nationwide print and digital campaign.
Kim said, “2015 marks Colgate’s third year as major sponsor of Australia’s Next Top Model. With a mutual understanding that it’s about brand prominence and integration, not just product placement, the partnership grows stronger, bigger and better each year. We amplified relevant content and the ANTM association via Facebook, Twitter and in-store to deliver Colgate Optic White’s best ever sales result.”
On judging, Stapleton noted, “Beauty and confidence are two of the key brand pillars for Colgate Optic White and we found natural synergy with Lucy, in bringing a bright smile to life.”
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