Cannes Lions

TOOTHBRUSHES

MEDIAEDGE:CIA PUERTO RICO, San Juan / COLGATE-PALMOLIVE / 2006

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Overview

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Credits

Overview

Execution

In Puerto Rico when you gossip, you are told to 'wash your tongue'.To make a connection between the tongue cleaner and the character of this TV gossip show, to emphasize the product's unique attribute. In the product integration, the character was asked to wash her tongue to stop gossiping about other people (tongue = gossip).

Outcome

An unprecedented boost in sales took place. Sales goal for the year were achieved during the first month. The most successful launch of a toothbrush in Colgate-Palmolive's history. This created strong growth for the brand, helping establish it in a hard-to-differentiate category.

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