Shakira Reaches Global Partnership Agreement with Activia

Shakira has an activia new endorsement deal…

The 37-year-old Colombian superstar and The Voice coach has signed a global partnership with Activia to support its new “Dare to Feel Good” campaign.

Shakira

The campaign, which launches March 16, uses Shakira and her track “Dare (La la la)” to promote the yogurt company’s “Feeling good starts from the inside” tagline.

It features the singer-songwriter dancing in an enchanted forest.

This will be Activia’s first-ever integrated global communication campaign, encompassing over 50 countries. For Shakira, it will be the latest in a series of global partnerships, including her current deal with Oral-B and Crest 3D.

The Activia ad was filmed in Barcelona, where Shakira currently lives, and begins airing globally March 16.

The campaign was developed by Vinizius Young & Rubicam Barcelona, and directed by Jaume de Laiguana, who has previously worked with Shakira.

Beyond the spot, the campaign includes the launch of a new global website that will house exclusive campaign content.

Another Activia U.S. campaign, “Activia Tummies. Happy People,” features Reba McEntire, Laila Ali and health expert Travis Stork. The brand is no longer working with its longtime spokesperson, Jamie Lee Curtis.

Shakira Named Oral-B and Crest’s Global Ambassador…

She’s got a killer smile… And, now Shakira will be sharing it with the world.

The 36-year-old Colombian singer and The Voice coach has been named the global ambassador for the 3D White Collection from Oral-B and Crest.

Shakira

In her new role, Shakira will appear in the brand’s new campaign this fall, which includes print and TV advertising, public relations efforts and online properties.

Shakira’s designation marks the first time Oral-B and Crest, both Procter & Gamble brands, have selected a global ambassador. The new campaign will launch worldwide.

“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 in a press release.  “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.”

“They are an iconic brand and I know they will be a great partner, including the work we will be doing together to support children in Colombia through my Barefoot Foundation,” said Shakira in the same release.

No further information was available on how Crest and Oral-B will support Shakira’s foundation.