With a new album on the way and units to shift on that project, Shakira has inked a deal that will see her face planted in homes across the globe, boosting the competitive advantage she has over her closest contemporaries.
Want to know how?
Full story below..
Today, Procter & Gamble‘s ‘Oral B & Crest’ announced the star’s new role as their global ambassador, employed to push the ‘White Collection‘ for the aforementioned company- via a 3d campaign kicking off in the Fall!
As part of her deal with the oral hygiene brand, the ‘Why Wait’ vocalist will star in print & TV advertising and a series of digital initiatives, which she will use to raise awareness and capital for her ‘Barefoot Foundation’, launched to help poverty stricken Colombian children.
On the deal, Stephen Squire (Global Marketing Director of P&G Oral Care) beamed:
“We are excited to announce Shakira as the exclusive global spokesperson for our 3D White property, around the world. As an award-winning recording artist, star of NBC’s The Voice, philanthropist, beauty icon and mother, Shakira embodies the true spirit of the multi-dimensional woman, and always does it all with a brilliant smile on her face. We are thrilled to have a beautiful, strong woman of Shakira’s caliber to represent the brand.”
In response, the Roc Nation belle shared:
“They are an iconic brand and I know they will be a great partner, including the work we will be doing together to support children in Colombia through my Barefoot Foundation.”
Sure to propel interest in her new music to all new levels, we can’t wait to see how this deal- which literally sees her enter households- translates into sales and her standing in the casual listener’s arena.
For, what better way is there to score the public’s attention than aligning with the low involvement products they use, to raise awareness for her own luxury good (a new album in this case).
Here’s hoping this deal encourages more acts- especially the R&B gang- to work similar arrangements to boost their visibility and general brand awareness!