Bebo, the social network, has signed a deal with Church & Dwight to launch its new tooth whitening product in the forthcoming interactive drama, Sofia’s Diary. The product placement deal will see Pearl Drops Instant White integrated into the story for three months.
The brand is also sponsoring a make-up artist character that will appear in the show and will be played by real-life make-up artist, Rachel Wood. She will demonstrate the product and offer professional beauty tips through her Bebo profile.
The campaign, which has been developed by Media Therapy, is the first digital work from Church & Dwight, which also owns the Arm & Hammer brand. Pearl Drops brand manager, Mark Wrighton, says: “We recognise that social networking is emerging as an important form of self-expression.”
Pearl Drops is also launching an “Instant Whitening” tool online that will allow people to brighten their teeth in photos. It is available at a microsite and is free.
Sofia’s Diary will launch exclusively on Bebo next month and is aimed at a 16 to 34 year-old female audience.