Cannes Lions

ORAL HYGIENE

WUNDERMAN, Johannesburg / COLGATE-PALMOLIVE / 2004

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Overview

Entries

Credits

Overview

Description

In order for this campaign to be successful we needed to talk to the youth market within their own environment therefore we recommended including media such as electronic (internet as well as a CD compilation namely DJ Fresh volume 6), club events, washroom media, university promotions and beach promotions this would be over and above the radio, television and print campaigns. Each media channel was closely examined to identify the most popular in the 16-24 yrs category. The creative was targeted specifically for this youth market with regards to the tone and colours used. It was young, funky and included campaigns with awesome prizes from brands which are most desired in this youth market.

Outcome

“AC Nielsen share results” was the result measurement and it was determined that in its second reading, Fresh Confidence achieved a 3.5% value share. This is already a major player among the already established youth brands like Macleans (2.4% and CloseUp (4.2%).Campaign budget was R4 million rand which needed to include all the above mentioned communication elements.

Client is very happy with the campaign results and have said that its one of Colgates most successful launches ever. This campaign played a big role in Colgate reaching the highest ever toothpaste market share of 50.2% therefore being market leaders in the paste category.

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