SPIM | From the dance floor to the store shelf: the impact of Compeed x SYTYCD
Sponsorship is about more than just visibility. It is about relevance and credibility. The successful partnership between Compeed and the VTM programme So You Think You Can Dance (SYTYCD) in spring 2026 is a perfect example. DPG Media’s latest SPIM study (SPonsorship IMpact) shows that this collaboration delivers a remarkable double win: it not only strengthens the Compeed brand but also significantly boosts perceptions of the entire blister plaster category. How do you create that kind of dual impact? We took a closer look at the numbers.
A perfect fit and seamless integration
The foundation of this success lies in the highly credible connection between the brand and the content. Compeed featured in billboard sponsorship around the programme, while its blister plasters were also used by the dancers during the show. Blisters and hours of dancing naturally go hand in hand, and viewers clearly recognised that link. No fewer than 73% of viewers believe Compeed and SYTYCD are a good match and fully understand why Compeed is present as a partner in and around the programme. The high credibility of the brand integration (88%) proved to be a key driver of success.
This exceptionally strong fit resulted in both spontaneous and prompted partnership recall that significantly outperformed Compeed’s comparable partnership with Dancing With The Stars one year earlier. Consistency pays off. The effective use of pack shots and Compeed’s distinctive turquoise brand colour also made correct brand attribution particularly easy for consumers (72% versus a benchmark of 60%).
From hiking boots to high heels: the category learns new moves
What makes this partnership unique is that it expands the boundaries of the entire product category. Traditionally, blister plasters are mainly associated with hiking, running or breaking in new shoes. Thanks to the SYTYCD campaign, viewers were introduced to entirely new usage occasions. Compared with non-viewers, people who watched the programme were significantly more likely to consider using blister plasters when going out or attending festivals (23%) and weddings (26%). Blister plasters and dancing, a perfect pas de deux.
Confidence in the product’s effectiveness also increased. Among viewers, 71% believe a blister heals faster with a blister plaster than with a regular adhesive bandage, compared with 53% of non-viewers.
Brand impact: Compeed reaps the rewards
Because Compeed was integrated into the programme in such a clear and natural way—through both billboard sponsorship and in-show integration—the market leader was able to capitalise on the increased interest in the category. This translated into measurable improvements across several brand KPIs throughout the marketing funnel.
THINK: Compeed is already the top-of-mind brand for many consumers when it comes to blister plasters. Among SYTYCD viewers, that top-of-mind awareness increased even further (+10 percentage points versus non-viewers).
FEEL: Showing Compeed in use during the dancers’ rehearsals demonstrated that the product provides immediate relief from blister pain. At the same time, viewers who regularly experience blisters were more likely to feel that Compeed is "a brand for someone like me."
DO: The partnership also acted as a clear purchase trigger. During the final month of SYTYCD’s broadcast, viewers were significantly more likely than non-viewers to have purchased Compeed blister plasters.
💡 Five takeaways from the SPIM analysis for your brand
Context is king: Choose a partnership where your product has a natural role to play. A credible integration dramatically increases audience acceptance.
Expand the category: Are you the market leader? Dare to focus on growing the entire category by introducing new usage occasions, such as dancing and festivals. Stronger brand performance will follow.
Show the "why": Demonstrating how the product works within the programme increases perceptions of its effectiveness, from faster healing to immediate pain relief.
Less distraction, stronger attribution: Make sure your Distinctive Brand Assets, such as your billboard sponsorship, are clearly recognisable. This leads to exceptionally high levels of correct brand attribution.
Sponsorship drives action: A well-integrated sponsorship does more than build brand image—it also acts as a powerful trigger for purchase.
Curious about the impact a tailor-made partnership could have on your brand? Every day, we measure how campaigns win hearts and grow markets. Get in touch with your DPG Media Advertising contact to discover how your next campaign can build stronger brand connections and unlock category growth.