Univision, Colgate Put Money Where Their Mouths Are

By John Eggerton
( Broadcasting & Cable )
published

Top Spanish-language media company Univision Communications Inc. is teaming up with Colgate-Palmolive Co. to promote oral care to the Hispanic community, with an obvious emphasis on the Colgate brand of tooth-care products.

Colgate says it is already the top supplier of toothpaste and toothbrushes to the Hispanic community through a combination of Spanish-language media buys, Hispanic spokespeople, and bi-lingual in-store displays.

The new education effort will include PSA's, Colgate-sponsored vignettes, news health segments and quarterly "special reports."

Univision owns or operates 56 TV stations, 72 radio stations, and cable network Galavision.

John Eggerton
John Eggerton

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.