Make up your smile

A new positioning for Colgate

CONCEPT

TOOTHPASTE AS A BEAUTY ITEM

Thanks to its special formulation, Colgate Max White One Optic Toothpaste can guarantee the whitest and most brilliant smile. Colgate wanted to reach beauty-conscious women with this new product, so the launch campaign redefined Max White One Optic not as oral but as a beauty product.

IDEA

A BEAUTIFUL SMILE

With her 3 million followers, the web's most popular make-up artist – Clio Make Up - was chosen to endorse this new and indispensable beauty item, Colgate Max White One Optic. The campaign branded content across all major social media channels with Clio as a protagonist remarkably increased the brand’s awareness and visibility.

The added value

A BEAUTY CONTEST, EXCLUSIVE EVENTS AND A LIVE CLASS

The target was actively engaged thanks to a beauty contest. All make-up (and smile!) enthusiasts shared their best beauty secret by uploading a selfie to a dedicated web platform. The participants with the most votes won a make-up class with Clio, an exclusive event that was also covered by the media.

Results

2.354

selfies uploaded

20.684

users involved

287.000

votes on the web platform

+27%

brand awareness increase