Hasta La Creative!

Up next for boy band One Direction? Oral-care marketing.

Next month in the U.S., Colgate will introduce toothbrushes and toothpaste plastered with images of the five young Brits. Meanwhile, Brush Buddies is about to add One Direction to its Singing Toothbrush line that already includes Justin Bieber and Lady Gaga.

One Direction, which has a new album in November and a massive social-media following, adds a bit of celebrity buzz to the utilitarian category. “Colgate is tapping into a highly vociferous fan base and generating natural word-of-mouth in the social sphere for a product that is not normally talked about in those spaces,” said James Kirkham, director at London creative agency Holler.

Continue reading at AdAge.com