VEVO Launches New Music Program With Colgate-Palmolive Company Featuring Colgate(R) MaxWhite(TM) Toothpaste

Thursday, May 13, 2010 General News
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NEW YORK, May 13 VEVO, the web's leading premium music video and entertainment service, announced today the recent launch of "CHARGING UP THE MUSIC" video featurettes, a new music program in partnership with Colgate-Palmolive Company. This co-branded online video series gives an intimate and exclusive introduction to five of music's hottest rising stars.

Committed to helping VEVO fans discover new music, the partnership with Colgate-Palmolive featuring Colgate® MaxWhite(TM) toothpaste spotlights artists every week who are "recharging" the music scene by experimenting with a different sound or throwback style to forge their own path. Successfully kicking off this initiative, Colgate presented exclusive "Charging Up The Music" video featurettes beginning with singer-songwriter and guitarist, Orianthi, rock/pop band Neon Trees and singer, multi-instrumentalist, Debi Nova. The campaigns were huge successes across the VEVO Network with Nova's featurette streaming 800,000 times to date, largely because the piece communicated her story to fans who wanted to know more following her debut performance on Dancing With The Stars.

Later this month, Colgate® MaxWhite(TM) "Charging Up The Music" video featurettes will debut content featuring Boys Like Girls and Miguel.

"Introducing exciting, fresh artists to music fans is integrated into our 'VEVO DNA'," said Rio Caraeff, President and CEO, VEVO. "We wanted to create a new way of introducing emerging artists to the vast VEVO audience beyond music videos. Colgate® MaxWhite(TM) was a great fit for us to help launch this online program because the brand focuses on introducing fresh new ideas and experiences to consumers. Our "Charging Up The Music" video featurettes featuring Colgate® MaxWhite(TM) are the first of many co-branded music and video content pieces available across the VEVO Network as a part of our mission to showcase new music for the benefit of VEVO fans and our brand partners."

"Charging Up The Music" video featurettes featuring Colgate® MaxWhite(TM) can either be accessed via or by directly visiting the site's Colgate® MaxWhite(TM) branded channel. By visiting, music fans can browse and view "Charging Up The Music" content featuring Colgate® MaxWhite(TM) and even custom make playlists featuring the series' artists.

"We were thrilled to have the opportunity to work with media agencies Group M and MEC, to solidify our partnership with Colgate," said David Kohl, EVP, Sales and Customer Operations, VEVO. "They brought so much innovation and creativity to the table, allowing us to create a truly one-of-a-kind online program. I look forward to many future collaborations following the launch of the "Charging Up The Music" video featurettes featuring Colgate® MaxWhite(TM)."

As part of its partnership with VEVO, Colgate has also premiered 18 second, branded promotional spots that are running across the VEVO Network as pre-roll video commercials.

"Colgate is excited to be the first partner for VEVO's new music platform since it enables us to reach our target audience through fresh, new music artists," said Spencer Pingel, General Manager, U.S. Oral Care, Colgate-Palmolive. "VEVO's close ties with the music community allows Colgate® MaxWhite(TM) to begin 'charging up the music' by providing exclusive content with emerging artists that appeals to our core consumers."

Discover the "Charging Up The Music" video featurettes featuring Colgate® MaxWhite(TM) by visiting the VEVO Network, or logging onto

About VEVO

VEVO is the web's number one premium music video and entertainment service with over 750 million worldwide streams and 43 million unique visitors in the U.S. each month. VEVO's programming is made available across the VEVO Network, which includes (the service's marquee destination site), on YouTube through a VEVO-branded channel, and through a VEVO-branded embedded player. The service also serves as a syndication platform for additional internet destination sites, including AOL and CBS Interactive Music Group's networks, expanding the reach of the VEVO Network across the worldwide web.

VEVO was created in partnership by Universal Music Group (UMG), Sony Music Entertainment (SME) and the Abu Dhabi Media Company. It is operated independently by a dedicated management team with offices in New York, Los Angeles, Chicago and Detroit.

Explore VEVO at . Journalists/Bloggers can stay updated on VEVO news at

About Colgate-Palmolive Company

Colgate-Palmolive is a leading global consumer products company tightly focused on Oral Care, Personal Care, Household Surface Care, Fabric Care and Pet Nutrition. In the U.S., Colgate sells its quality products under such nationally recognized brand names as Colgate®, Palmolive®, Mennen®, Ajax®, Irish Spring®, Softsoap® Brand, Murphy® Oil Soap, and Ultra Brite® , as well as Hill's® Science Diet® and Hill's® Prescription Diet® pet foods. For more information about Colgate-Palmolive and its products, visit the company's web site at


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