Pronamel Teams up with Blue Jays’ George Springer to Teach Defence, on and off the Field

As the Toronto Blue Jays kick off the 2024 season, Pronamel has launched their “Here’s the Defence” campaign to help Canadians understand the importance of defending their tooth enamel – just like defending on the baseball field.

The campaign aims to educate Canadians about defending their tooth enamel against cavities by connecting it to the well understood concept of sports defence, with Pronamel Active Shield. And who better to promote defence than Jays’ star outfielder George Springer?

In addition to the partnership with George, Pronamel has partnered with Sportsnet to tell the ‘Here’s the Defence’ campaign story across social, broadcast, OLV, and the Sportsnet+ app. With a focus on cross-media synergy, the campaign aims to create a memorable moment for consumers when they shop for enamel-protecting toothpaste, prompting them to think of Pronamel Active Shield.

The campaign kicked off last week and came to life via:  

• Compelling social content with George Springer detailing his daily routine, and how he employs defence both on and off the field.
• Integration with the Toronto Blue Jays, with Pronamel sponsoring the Blue Jays’ Defensive Lineup during the game including announcer presentations 
• Dedicated creative with dentist experts to promote the importance of oral health and enamel defence, amplified through dedicated Sportsnet integrations, along with Meta, TikTok
• Sportsnet+ app where fans pay to use the service to watch the game online will be running the OLV Pronamel video spot, with takeovers in highest-traffic moments 
• Sportsnet OLV during the game and after for fans tuning into the Sportsnet website for scores, news and highlights on the site 

The campaign’s media strategy was led by Zenith Media, in partnership with North Strategic on partnerships, social and PR and Grey on creative.