Procter & Gamble (P&G) oral care brand Crest 3D White announced its first-ever global partnership with multi-platinum artist and star Shakira. The brand, known for creating whiter, brighter smiles around the world, identified Shakira as someone who truly celebrates a woman’s everyday multidimensional brilliance, reflected through the dazzle of her smile.
“We are excited to announce Shakira as the exclusive global spokesperson for our 3D White property, around the world," said Stephen Squire, global marketing director, P&G Oral Care. “As an award-winning recording artist, star of NBC’s The Voice, philanthropist, beauty icon and mother, Shakira embodies the true spirit of the multidimensional 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.”
As the global brand ambassador, Shakira will help launch the latest additions to the Oral-B and Crest 3D White collection of products, appearing in the brands’ print and television advertising, public relations efforts and online properties. The campaign will kick-off, globally, in the fall of 2013.
“I am excited to be working with 3D White as a global ambassador—I have always felt that a smile is one of our most important assets in life,” says Shakira. “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."