Colgate: Total Toothpaste Equity Campaign
Throughout 2013-2014, Colgate has launched a series of equity building/awareness retail specific campaign in Hong Kong. In order to stand out among the crowded retail environment, the created communication must be memorable, icon and ownable yet sits within the Colagte Brand value of Professional and therapeutic. We have created a few visual device to satisfy the intend: 1/ The white Tick & 12 benifits 2/ The white coat dental expert 3/Strong red essence in all communication. These visual devices were carried out all through the different campaigns in different phases.
*******
| Phase 01 - Dental Expert + 12 Benifits |
Dental expert drawings the "the white tick of approval" following the 12 product benifits that Colagte Total has to offer to the shoppers.
Dental expert drawings the "the white tick of approval" following the 12 product benifits that Colagte Total has to offer to the shoppers.
| Phase 02 - Dental Experts |
A very direct and simple to understand communication to show Colgate Total Toothpastes are the number one recommended toothpaste in Hong Kong and Worldwide.
A very direct and simple to understand communication to show Colgate Total Toothpastes are the number one recommended toothpaste in Hong Kong and Worldwide.
| Phase 03 - The Choice for Long Lasting and Compete Protection |
At this point, we simplified the communication to just communicate the superiority of Colgate Total toothpaste - the 12 benifits over the competitor(s).
At this point, we simplified the communication to just communicate the superiority of Colgate Total toothpaste - the 12 benifits over the competitor(s).
| Phase 04 - Number 1 Choice for Dentist and his family |
| In-store execution |
