Big brands sign on for season two of Canada’s Drag Race

Shoppers Drug Mart, Coca-Cola, Neutrogena and Fido are among those taking a content-focused approach to integration.

The second season of Canada’s Drag Race premiered last night on Crave, which also served as the debut of a wealth of new brand partners.

And besides being a big increase from the sponsors for the first season, Bell Media has also worked with the partners on several branded content series. Besides furthering their involvement with the show, several of the series are being promoted through targeted broadcast channels, extending brand involvement for the streaming exclusive to a broader audience.

Shoppers Drug Mart is this season’s biggest new sponsor, with the Loblaw banner signing on as the grand prize partner, providing a supply of cosmetics to this season’s winner. The retailer will also have product integration throughout the season in the show’s “werk room” and branded set pieces.

Shoppers also worked with Bell Media to created the “Painted by a Queen” content series, where three queens will translate looks seen on the show into everyday makeup routines, running across targeted broadcast, digital and social platforms with optimized amplification.

Also signing on is Coca-Cola’s Aha sparkling water brand. In addition to being integrated in each episode, providing backstage refreshments to contestants, the brand is also sponsoring the “AHA Moment” segments where queens are asked when they knew they could win the competition, as well as the show’s Twitter account.

Trojan will also be featured in one of the season’s challenges, and also worked with Bell Media to produce the “Hooking Up With Trojan” content series, featuring queens and guests discussing topics related to modern dating and relationships on digital and social platforms.

Rounding out the new sponsors is Fido, which is furthering its involvement with Canada’s LGBTQ2S+ community by sponsoring “Ask an Icon,” a social series where favourite queens will answer fan questions.

Returning from last season as sponsors are DoorDash, Neutrogena and MADE.

Neutrogena will once again have in-show integration, providing its cleansing wipes and Hydro Boost Micellar Water to help contestants “de-drag” and remove their makeup (including a display of the wipes featured in the Werk Room). Based on last year’s season, the brand has furthered its involvement with the “De-Drag with Neutrogena” segment, where four contestants will showcase their de-dragging methods, promoted with targeted digital and social platforms.

DoorDash will once again be integrated in a challenge this season, but is building on its partnership with a long-form video series featuring drag queens engaging in discussions based on conversation cards. The series will be hosted on the Canada’s Drag Race YouTube channel and promoted with short spots on targeted broadcast, digital, and social platforms.

Rounding out the returning partners is MADE, the organization championing Canadians in TV, film and entertainment, will have both an in-show and out-of-show partnership, integrating its mission into the narrative of the show as well as creating the “From One Queen To Another” digital content, where contestants will celebrate some of their favourite Canadian entertainment icons.

Outside of the sponsors that have signed on for the extensive branded content opportunities Bell Media has provided for this season of Canada’s Drag Race, several other will also be providing prizes and competition integrations as the season goes on. Thursday’s premiere included The Source providing a prize to the winner of the episode’s competition, which included a Fabricland-sponsored wall of materials contestants used to craft a runway look.