Colgate-Palmolive
Colgate-Palmolive had a new Toothbrush on the market – the 360o Whole Mouth Clean brush, complete with tongue and cheek cleaner. The task for the Agency was to grow Woolworths (a Key Account) Australian Supermarket Chain), and Colgate’s manual Toothbrush category value Vs same period YA
The “Invisible Nasties” Campaign for Colgate 360o Toothbrushes left consumers confronted with the worrying question “what’s lurking in your toothbrush ?”, without the Agency and Client falling foul of the legal department by being too specific.
Research showed that on average most Australians only changed their toothbrush every 5-6 months when it started to look shaggy and worn out. Excuses ranged from, “it still looks OK”, “that’s just toothbrush manufacturers trying to get me to buy more” and “it still seems to clean OK” There was no compelling reason to change toothbrushes regularly.
The Agency researched all messages, and by far the most compelling motivation to change was when people realized the downside of not changing it regularly, such as the possibility of invisible germs floating around the bathroom that settle on their toothbrush. The Agency provided a compelling reason – Invisible Nasties.
Promotion Concept
What’s lurking in your toothbrush ? Invisible Nasties
Consumer Promotion exclusive to Woolworths Key Account. “Buy any Colgate 360o Toothbrush and Brush up on your Health with a chance to win 1 of 50 Luxury Weekends at a Peppers Resort.
The Campaign was promoted in-store via POS (Gondola End shrouds, leaflets and wobblers), via neck collars, in a DM campaign to databases of people actively concerned about their oral health, and on an “Invisible Nasties” microsite, the purpose being to educate consumers on why they should change their brush every 3 months, allow them to enter the consumer promotion and entice them to sign up for a regular 3 month reminder to change their brush.
The Agency brought the “Invisible Nasties” to life via an Shopping Mall & TV campaign.
Results
The fun, charming and uniquely relevant message of this campaign really struck a chord with consumers. For the first time, the campaign made people realize that there is a real and compelling reason why you should change your toothbrush every 3 months. It helped Colgate-Palmolive begin the long journey of changing people’s beliefs and attitudes towards oral health as it relates to changing toothbrushes.
- The Campaign Grew the Woolworths and the Colgate total manual toothbrush category markedly vs YA
- Woolworths highest ever scan sales of Colgate Manual brushes.
- Colgate’s highest ever share of Total Manual toothbrushes in Woolworths.
- Achieved the best ever 360 toothbrush unit sales and market share.
Woolworths asked Colgate to repeat the “Invisible Nasties” Campaign considering it “best practice” in the Oral Care Category. The “Invisible Nasties” Campaign us now being rolled out to several Colgate offices around the world.