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Colgate
COLGaTe
MAX FRESH, SPICY RED AND PLAX
Short Story
Appreciating that oral care is every bit
as much about social confidence as
it is about being health conscious,
Colgate wanted a shopper marketing
and activation campaign that would
move Max Fresh, Spicy Red and Plax
off shelves and onto the social scene.
Solution
Our core insight was that a great smile
and fresh breath are the ultimate
fashion accessories. In-store and
on-pack elements offered an FTV
Yacht experience valued at R100 000,
FTV activations happened at nine
Fashion TV cafés nationally, and a
30-second radio spot starred none
other than... 5FM's DJ Fresh.
Success
We took the brand back to the
(dance) floor...and, not surprisingly,
it flew off the supermarket shelves.