Beverly Hills Formula | Men In Black Campaign


Beverly Hills Formula is the not-so-top-secret behind the pearly white smiles of some of the world’s most famous secret agents.

To celebrate the worldwide release of Men In Black: International, Beverly Hills Formula teamed up with Sony Pictures on the new film, launching limited edition teeth whitening essentials.

Our mission at Brandnation – to utilise the release of Men In Black: International to help boost the Beverly Hills’ brand and increase sales. The strategy – simple, deliver impactful creative, social, PR, events and influencer activations to support the launch.


The classified partnership took us on an undercover mission to create a fully integrated PR and marketing campaign for the UK and Ireland. Gaining access to London’s Sony Pictures’ headquarters after hours, key media and influencers were hosted at an exclusive VIP screening of Men In Black: International and a preview of the new Beverly Hills Formula limited edition range.

Reality TV stars Adam Collard and Olivia Bentley flashed their gnashers for their millions of Instagram followers to promote the out of this world partnership and a carefully chosen group of UK and Irish influencers were gifted with the range and a ‘movie night in’ essential kit for even more social media exposure.

We also assisted in ramping up Beverly Hills Formula’s social media platforms with creative visuals and engaging content, utilising all channels of consumer communication. All elements of the PR campaign went hand in hand with the marketing plan to ensure maximum reach. The campaign was supported by a national advertising campaign and a full press office to support key retailers.


Not only did we achieve the best smile in the galaxy, we executed a hard hitting impactful campaign that delivered on ROI, increased brand awareness and bolstered sales for the brand.

Need help activating an out of this world PR and Marketing campaign, contact us now!

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