•The objective was to strengthen the brand’s therapeutic credentials and bring to life the product promise of ‘a dentist clean feeling at home’. We also wanted to leverage the launch campaign idea, illustrated via the ‘wall of plaque’ icon building up over teeth.

•Our target is interested in enhancing their health, and going to the dentist regularly is part or their routine.

•Using the Canal 33 medical distribution channel, we distributed in dentist waiting rooms “Take one, pull-out cards” that patients could interact with while waiting for their dental check-ups.•These cards, working in synergy with the TV campaign, delivered the Colgate Total Advanced Clean brand message of a ‘dentist clean feeling’.

•Placement in waiting rooms allowed to connect with consumers at a time when they are most tuned to hearing professional advice.

•Using the Canal 33 medical distribution channel, we distributed in dentist waiting rooms “Take one, pull-out cards” that patients could interact with while waiting for their dental check-ups.•These cards, working in synergy with the TV campaign, delivered the Colgate Total Advanced Clean brand message of a ‘dentist clean feeling’.

•Placement in waiting rooms allowed to connect with consumers at a time when they are most tuned to hearing professional advice.