On a midtown Frankfurt office tower, a mammoth illuminated display with the Colgate tube was installed. For this purpose, it was arranged to leave the lights on in a coordinated row of offices in the skyscraper. Result: a sparkling row of teeth that could be seen for miles around.

Market share of Colgate Total Whitening grew significantly. Within Colgate portfolio index = 158 and with regard to competition 4.2%.