Pronamel is deploying Toronto Blue Jays outfielder George Springer to connect with Canadians about tooth protection.
In the Haleon brand’s “Here’s the Defence” hero spot, Springer incorporates the toothpaste into his daily routine, which includes making coffee, exercising and of course, patrolling the Rogers Centre outfield, and coincides with the Jays’ 2024 season opening this month.
The digitally-led campaign includes integration with the Blue Jays, with Pronamel sponsoring the team’s defensive lineup in-game announcer presentations.
Saira Hayat, marketing brand manager at Haleon, says toothpaste is not typically linked to sport in a way that other CPGs are and therefore is a bit of a novelty factor.
The objective of “Here’s the Defence” is to highlight the science-based Pronamel Active Shield product, Hayat says, and to raise awareness about the importance of protecting tooth enamel, especially to a younger audience for whom sports is paramount.
“Springer was very vocal about how he has been a Pronamel user for many years, that’s where a very authentic connection came in and that’s why you’ll see [him] in a lot of our content [going forward],” Hayat says.
Hayat says that loyalty for therapeutic toothpastes, whether for enamel or gum sensitivities, is far more robust than for general toothpaste, which is more promo-driven.
“We’re targeting people who are 25-plus in Canada,” Hayat says, shopping for personal needs or head of household shopper, and its main competitor is Procter & Gamble’s Crest offerings.
Haleon is launching a full funnel campaign, and awareness a big part of the work, which came to life via social content.
In addition to the partnership with Springer, Pronamel has partnered with Sportsnet to tell the “Here’s the Defence” campaign story across social, broadcast and OLV. The Sportsnet+ app online will also run the OLV Pronamel video spot, with takeovers during high-traffic moments. The campaign will also include in-store shopper branding efforts later this summer.
The campaign is by Grey, with media strategy led by Zenith Media, in partnership with North Strategic on partnerships, social and PR.
