GMA and Colgate-Palmolive are back together.
Commercials for Colgate and Palmolive quietly resurfaced on the Kapuso network last Sunday, April 5. This marked the first time since 2010 that the consumer products giant made its presence felt on the Kapuso side.
It can be recalled that Colgate and Palmolive products first aired on GMA after some disagreements with long-time partner ABS-CBN regarding ad rates. A few months later, however, CP’s products moved back to ABS-CBN after sales of their products declined during the company’s stint with GMA.
It is unclear why Colgate-Palmolive decided to renew ties with GMA, but it is believed that the former’s endorsement deals with Kapuso stars Carla Abellana and Megan Young (examples below) were a key reason behind the company’s decision to air their ads on GMA.
Despite the return of Colgate and Palmolive ads on the Kapuso network, the former will continue to honor its pre-existing allegiance with ABS-CBN. Considering that there are also Kapamilya talents who endorse Colgate and Palmolive (e.g. Liza Soberano, KC Concepcion), it is only fair for CP to air their commercials on both networks.
Still, it is surprising to see Colgate and Palmolive ads resurface on GMA. After all, they have been so identified with ABS-CBN all these years that rival fans from other networks seem to have forgotten about their products.
But Colgate-Palmolive needs to sell and promote. And adding another network in GMA should help their cause.