The Baywatch movie has collaborated with Irish toothpaste brand Beverly Hills Formula.
The Offaly based toothpaste manufacturer, has been given the go-ahead to use the Baywatch movies name, which is a spin-off from the 90's TV series, on its products.
It has teamed up with Paramount Pictures in a deal that will allow the company to use the movie's name on its packaging and in return, the film company will fund a competition for the toothpaste’s customers, according to Independent.ie.
“The Baywatch collaboration with Beverly Hills Formula is a great pairing because the original programme was huge in the 90s. This was also the time that we launched our first whitening toothpaste – when everyone wanted that Hollywood smile,” said Chris Dodd, chief executive, Beverly Hills Formula.
Reportedly, the deal was 'an integral part of a larger strategy to increase brand awareness'.
The brand was established in 1992 specialises in oral care products for the oral health and beauty sector through their range of whitening toothpastes, mouthwashes and oral care products
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