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P&G Taps Shakira for 3D White Campaign

July 24, 2013

Singer will front for both Crest and Oral-B.

3D White announces its first ever global partnership with multi-platinum artist and two-time Grammy award-winning star, Shakira. According to P&G, the brand, known for creating whiter, brighter smiles around the world, identified Shakira as someone who truly celebrates a woman’s everyday multi-dimensional 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 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.”

As the global brand ambassador, Shakira will help launch the latest additions to the Oral-B and Crest 3D White collection of award-winning 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.

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