Pronamel breaks defence campaign
By Derek Winkler
Haleon, a maker of consumer healthcare products, has begun a Canadian campaign for its Pronamel toothpaste brand called “Here’s the Defence.” The campaign features professional baseball player George Springer of the Toronto Blue Jays and is intended to educate consumers about the importance of “defending their tooth enamel” like a player defends a baseball field. It consists of social media content, sponsorship activites with the Blue Jays, online video and brand exposure on specialty channel Sportsnet. The campaign was developed by Grey, with media work by Zenith Media and social media support from North Strategic.
“We are so excited to partner with the Toronto Blue Jays' defensive powerhouse George Springer for the launch of our very own defensive powerhouse, Pronamel Active Shield,” said Anthony Riccio, Canada media lead at Haleon. “This partnership would not have been possible without our strategic agency partners Zenith and North Strategic.”