Thus, an ambient idea was born. To reach Colgate 360°’s target audience, which is mainly made up of parents and their kids, an amusement park rollercoaster (with a big loop that looks like a mouth) was transformed into a thrilling ride resembling a giant Colgate 360° toothbrush and teeth. The ride was then officially opened to the public during the school holiday season so that the product’s message and branding can get maximum exposure. The ride was also renamed “The Colgate 360° Experience”.

As a result, the ride attracted a lot of curious visitors. Many were drawn to the giant teeth and toothbrush design as they had never seen a rollercoaster like it before. It also brought a lot of attention to the brand and elevated Colgate’s status from a ‘purely functional’ toothbrush to one that’s ‘unique and really cool’. Through word of mouth, awareness of the brand increased by 8% and sales of the Colgate 360° toothbrush rose by 2% in just one month.