Client: Colgate Palmolive

Agency: VMLY&R Red Fuse

 

Puzzle:

Colgate Luminous White needed to talk to Generation Z in a different way, talking about white teeth was no longer a valid argument for these people, they wanted to feel represented.

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Idea:

With that in mind, we created the concept "shine your way", which reinforces the idea of a beautiful smile, but also that everyone has something special to show to the world. From there we selected 12 young people to become the faces of the packaging and tell their stories. Each package had a QR code that directed to YouTube videos telling the story of that person.

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Result:

The campaign was successful and the brand's market share increased again after years.