In Malaysia, virtually all brands approach TV programming as sponsors rather than creators. Major brands prefer association with international hit reality shows like American Idol, especially with its built-in audience of young urban Malaysians. The formulaic approach to broadcast entertainment has caused few brands to hold sway with semi-urban Malaysian viewers, who, ironically, make up the majority of the population.

The show consisted of 5 episodes, 30 minutes each, plus a 1.5-hour finale.

Surround and create a multiplier impact: Print and radio ads, point of sale, digital channels and recruitment TV promos were used to encourage participation 2 weeks before auditions started and 4 weeks during the auditions. Recruitment drive for reach and education: The nationwide auditions were launched in 4 major cities from May 7, 2011. These events were also used as vehicles for Polident awareness and education. As with popular shows like American Idol, the auditions became part of the content of the TV episodes, which began airing from June 24, 2011.Prime sponsorship messaging: Throughout the show, Polident had prime sponsorship position, solid airing of Polident thematic commercials and even a hotline to answer questions and provide samples.

1. 77% increase in total Polident sales (GlaxoSmithKline Internal Sales Audit)2. 115% increase in calls for sample packs (GlaxoSmithKline Internal Sales Audit)3. Trial rates doubled by 132% (Synovate, 2011)4. Awareness of denture adhesive category grew from 30% to 46% (Synovate 2011)5. Over US$500,000 in free media coverage, 3 times the value of the sponsorship (Maxus) 6. Golden Glitter became the most popular TV programme in the nation amongst Malays 35+, even beating primetime shows (Astro Satellite TV Services)7. Golden Glitter has been renewed for a second season, with plans for similar shows in Indonesia, Philippines, Thailand and Singapore.