Colgate is making a strategic foray into podcast advertising in the UK market. The toothpaste giant, whose Colgate Total brand is found in 20% of British households, announced a six-month advertising campaign with “The Diary of a CEO” hosted by Steven Bartlett, Podnews confirmed.

The popular entrepreneurship-themed podcast was Apple’s number-one show in the UK in 2023 and ranks as the second biggest globally on YouTube, with over 390 million total views to date. Bartlett’s program attracts a large audience eager for self-improvement and health content each week.

The campaign, negotiated by Colgate’s media agency Wavemaker UK and podcast monetization firm Adelicious, will feature host-read advertisements from Bartlett endorsing Colgate Total toothpaste and promoting the new Colgate Total Plaque Pro-Release product. Financial terms were not disclosed.

Rob Marcus, Head of Marketing for Colgate Northern Europe, highlighted the brand resonance between the trusted oral care company and the influential podcast, stating for Podnews that both prioritize “proactively taking care of health” and “preventing health problems before they start.”

According to Podnews, Wavemaker’s Antonia Digby praised the partnership’s synergy, calling Colgate Total and “The Diary of a CEO” “two highly credible brands with shared values and shared audiences.” Adelicious’s Gemma O’Brien echoed the strong audience alignment.