British oral care brand Waken has announced a partnership with broadcaster, podcaster and author Rylan Clark, who joins the brand as both investor and Creative Director.
This latest move, according to the brand, aims to inject fresh energy into a sector that has long remained stagnant.
More than a celebrity endorsement, the collaboration sees the British television presenter take an active role across the business, from product innovation and marketing strategy to retail expansion and creative direction.
The partnership coincides with a major retail rollout, with Waken now available in Tesco, Waitrose, Sainsbury’s, Morrisons, Boots, and Asda, as well as online at Ocado, Amazon.
“There is no denying my teeth have become a bit of a trademark for me, so teaming up with Waken just made perfect sense,” said Rylan.
“I have been using their products for years and I am genuinely invested in this brand, so I cannot wait to see how it evolves.”
Waken’s co-founder Simon Duffy, MBE, added: “Rylan was always our number one choice as a collaborator.
“He is authentic, charismatic and genuinely passionate about oral health, exactly what Waken stands for.
“With Rylan on board, we are bringing some much-needed excitement to oral care and reaching a whole new audience.”
Together, the pair aim to tackle key oral health issues in the UK, such as children’s tooth decay and adult dental neglect, through education, engaging campaigns and product development.
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