South Sydney Rabbitohs kicked off last night’s first home game against the Cronulla Sharks wearing Colgate-branded mouthguards; an initiative developed by Y&R Groups’, VML & GPY&R, designed to drive awareness of the importance of protecting kids’ teeth on and off the field.
Y&R Group Sydney worked with long-term client Colgate to facilitate the first mouthguard sponsorship in Australian sport, placing Colgate as the official oral care partner of the Rabbitohs 2013 season and title sponsor of the Colgate Kids Zone at the stadium.
Last night’s game was one of the first in a series of activities planned under the sponsorship package. Colgate will be extending their support by offering South Sydney Junior footballers a special discount offer on fitted Colgate mouthguards through Rhino. A discount voucher will be distributed to every player who signs up in the Souths’ Junior league before 1 June 2013, to help educate and drive awareness of the importance of protecting kids’ teeth on and off the field.
“This partnership agreement between the Rabbitohs and Colgate shows that international brands have faith in the South Sydney Rabbitohs to help them deliver key messages to the community,” Rabbitohs CEO Shane Richardson said.
Rob Wilson, Marketing Manager, Colgate comments: “Our aim is to help drive awareness of the importance of protecting kids’ teeth on and off the field.
“The first of many activities has now kicked off; with the Rabbitohs’ NRL squad wearing Colgate branded Rhino mouthguards to support this worthwhile initiative.
“Our next activity is working alongside the Souths Cares Teachers’ Aide program to help educate kids on the importance of taking care of their teeth via the Colgate Bright Smiles, Bright Futures program. Colgate will be providing a number of education packs for the players to use in their weekly classroom tuition sessions.”
Julian Watt, ECD of Y&R Group Sydney comments: "It's great to see Colgate, a truly iconic brand, effective at the popular culture level. It shows how committed Colgate is to people’s everyday lives, and it demonstrates our agency's passion for ideas happening everywhere, not just in typical advertising space."
South Sydney Rabbitohs will be wearing the Colgate branded mouth-guards when they face the Penrith Panthers at Centrebet Stadium this Sunday at 3pm.