Colgate Optic White Models School campaign

Market situation

tooth paste market leader

whitening tooth pastes segment leader

New whitening tooth paste launch!

Communication tasks:To be noticed by the customers.

To make customers fallin love with Colgate Optic White.

Challenge

Standard message:Make your smile whiter!

Challenge

communication”“Loud and

non-standard

Our goals:

Colgate Optic White SOM +0,6 p.p.Task: 1,5% in Apr’13 (v.s. 0,9 in Feb’13)

Number #1 SKU

Our goals:

Prompted Brand Awarenessup to 30% (+17p.p. vs. February 2013)*;

Purchase intentup to 15% (+7p.p. to vs. February 2013).

Audience insight:Young girls 18-24 y.o adore fashion,

shopping, beauty products browsing …

Audience insight:Process of oral care products picking

up is not interesting.

Decision

Hygiene → Beauty

Big Idea:

Colgate Optic White gives you real chanceto become a model

thanks to your snow-white smile!

Colgate Optic Whiteis your pass

to the World of Fashion!

Girls striveto imitate models

and look like them.

Bringing idea to life

“Colgate Optic White Models School”

+

=

Bringing idea to lifeInternet is #1 media for our target audience

Bringing idea to life

“Colgate Optic White Models School” website

Bringing idea to life

Like & Share ->

Win gift certificates from Colgate and Kira Plastinina

Bringing idea to life

Bringing idea to lifecolgate_day_04 (0.13-0.20)

colgate_day_05 (0.43-0.50)

TVTVC+PromoTag20s_3x4_4 (0.5-0.10)

Internet

POSM

Ukrainian Fashion Week

PR

Kira Plastinina co-promo

FINAL SHOW

Brand was noticed!20s_3x4_4 (0.10-0.15)

ResultsPrompted Brand Awareness

Plan

Up to 47% !!! +17 p.p. vs. planned+ 34 p.p. vs. campaign start Jun’13 vs. Feb’13

Actual

+17

р.р.

+34

р.р.

ResultsPurchase Intent

Purchase Intent

up to 24%. + 16 p.p. vs. campaign start and + 9 p.p. vs. planned

Jun’13 vs. Feb’13

+24

р.р.

ResultsMarket share

up to 2,2% vs. 0,9% before the campaign start(+0,7 p.p. vs. plan), i.e. + 1,3 p.p. just in 2 month

Tremendous Sucess #1 SKU in the market!

2,2%

0,9%

ResultsMarket share

Blend-a-Med

Colgate

Colgate got ahead of Blend-a-med by market share in whitening segment

Colgate Optic White”whitening tooth paste for your beauty!