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  Colgate Visible White Toothpaste

The Challenge: Colgate hired Budman and Associates along with PK Communications and Launch! to assist in the launch of their new Colgate Visible White Toothpaste.

The main challenge facing Colgate Visible White was differentiating itself from the numerous tooth whitening products already on the market including toothpastes and at home whitening kits. By positioning the product as an overall health and beauty aid, Budman and Associates set out to build brand awareness through a consumer launch, editorial coverage, special events and other activities.  

The Strategy: 

  • Use the media as a conduit to educate consumers, drug and supermarket retailers, about the new “premium” oral care whitening product.
  • Find sponsorship opportunities to align the brand with fashion and celebrity events.

Tactics:

  • Media information and liaison
  • Product samples and visuals
  • Sponsorship opportunities
  • Contests and Promotions

Results:

  • Media coverage included major Canadian print publications including: National Post, Globe and Mail, Toronto Star, Hello! Magazine, Elevate, La Presse, Canadian Living and Toronto Fashion Monitor.
  • Secured a give-a-way segment on CityLine live in studio, which reaches approximately 300,000 viewers daily. Host Marilyn Denis endorsed the product and all audience members received Colgate Visible White Toothpaste – one member receiving a Colgate Visible White gift basket. Free products were also given to the public in a guerilla-style promotion throughout the city after the show.
  • Secured a sponsorship with Toronto Fashion Week. Colgate Visible White products were in the VIP bags, media kits and placed in the media lounge. Banners were strategically placed on-site at the tents for optimum visibility and full-sized samples were given out to fashion show invitees.
  • Secured a sponsorship with the Canadian Genie Awards and the product was featured during the Toronto International Film Festival at the Tastemaker’s celebrity gift lounge where it was sampled by media and celebrities.



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