Colgate is an umbrella brand principally used to sell oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. Globally, dental professionals use and recommend Colgate toothpaste more than twice the frequency of our nearest competitor. In Brazil, 65% of dental professionals recommend Colgate toothpaste.

Challenge

Developing innovative new products in all categories is a key driver of Colgate’s growth. The creative concept was focused in two approaches: The act of smile thanks to Colgate Luminous White, with the slogan “Colgate makes you smile”; and the buying of Colgate Twister toothbrush with discount when you bring an old toothbrush for recycling. POP Displays were created to help with the organization and advertising of the products, and a gift was developed to attract the attention of families: an acrylic avatar to hang the toothbrush after use. Also, a brand activation was proposed for malls: A money booth for prizes.

Info

Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Art Directors — Bruno Cardoso & Carolina Kim
Agency – Dez Comunicação
Date – 2013