Partnering with Canada’s leading parenting magazine, "Today’s Parent", we developed a dual-targeted educational programme of fun mirror stickers and advertorials. The mirror sticker gave top-of-mind staying power in the bathroom to communicate its message at relevant times, ie before school and bed time. Its frame incorporated fun and interactive riddles and also showcased Colgate products. "Today’s Parent" provided credible advertorial support – the reverse included ‘toothy tips’ to educate parents on the importance of children’s oral care.

This was the first time Colgate went beyond traditional print advertising in Canada and the first time cling vinyl was successfully implemented in magazines. The campaign contributed to a 15% sales increase in toothbrushes.