To ensure the message reached the target at the ideal point of contact, a sample of Colgate Toothpaste was placed inside the vending machine, and consumers received it with the suggestion to brush after enjoying their sugary snack. This jolted their awareness about the advantage of timely oral care. The medium for the oral care sample was the sales point where they go to buy the food that creates the need for the product. The vending machines were located mainly at colleges and other institutions frequented by young adults.

This is a pilot project and sampling was conducted on a limited number of machines. The merchandise in the machines is replenished according to different cycles depending on the location. All toothpaste samples were distributed within one cycle of merchandise replenishment; none were left abandoned in machine delivery area. A sizable group of young consumers was impacted with a call to action at the right moment, helping create awareness about oral care and good will to Colgate: we provided them with a solution to the problem created by their sweet teeth.