Springbok Rugby captain Siya Kolisi announced late in November 2020 that he has decided to team up with Aquafresh and will join the oral hygiene brand as its All-in-One Ambassador from January next year to reimagine its social outreach programme. The deal was negotiated by Roc Nation Sports.
The 29-year-old who led the Springbok team to victory in last year’s Rugby World Cup in Japan, currently plays club rugby for the Stormers in Super Rugby and Western Province in the Currie Cup.
Sharing details of his partnership with the brand, Kolisi said, ‘Aquafresh is a brand that has been with me all my life – even when times were really tough and all we had were a few things in the house. By finding confidence in myself, I managed to end up doing what I love. Now, with Aquafresh’s help, I’m going to be able to help the people of Mzansi to realise that they, too, are All-In-One. The intention is to empower others like me to stand out regardless of where they come from.’
Kolisi’s objective for the ‘You Are All-In-One’ campaign he’ll soon be launching is to help others get the same level of confidence in themselves that he had through Aquafresh. The Aquafresh-Kolisi partnership wants them to know that everything they need in order to make it in life is already inside them, he said. The campaign has been created by Aquafresh’s marketing partner, MetropolitanRepublic.
‘Kolisi’s role as our All-in-One Ambassador is not a simple one,’ added Aquafresh’s Brand Manager, Mamabua Molepo. ’Aquafresh believes that we can use our mouths to unite, inspire and impact our communities and the world around us. It’s important to keep our mouths clean and healthy, because they serve this significant function. We did it for Kolisi. And now we’re challenging him to help us do it for Mzansi. We want him to use his mouth for good.’
Molepo added that it is logical that an oral hygiene brand would partner with a rugby player, because they celebrate the same characteristics – strength, performance and hard work. ‘Aquafresh, however, is more than oral hygiene. It’s a brand with a purpose,’ he said.