Our main communication goal was to launch the new line extension, Colgate Herbal, to national ABC housewives. The role for media was to help build brand awareness quickly, but cost effectively.

The media team was involved in the origination of the idea and led the brainstorming session with the client and creative agency partners. The launch of Colgate's new herbal toothpaste brand in Colombia called for an 'out-of-the-box' media solution, to which we responded with an 'inside the box' print media and packaging concept.

We created a highly distinctive and relevant executional mechanism for the magazine sector in Colombia, in which the country's leading consumer magazines were distributed inside giant toothpaste boxes. This ensured a huge degree of standout, while the use of Colgate's distinctive packaging icon meant that everyone could recognise the brand behind the initiative. The Colombian press reacted extremely positively to what they regarded as a highly innovative form of magazine advertising, while the impact we achieved, in terms of consumer awareness, more than covered the costs of this media first.