Speed Stick l Handle It
"Sweating on the inside? Handle it on the outside." To break through a category that's saturated with underarms, characters and caricatures, we wanted to focus on moments that require men to step up and handle it, no matter what. For the NFL Super Bowl XLVII, an orchestrated IMC campaign reached our target by TV, the Speed Stick YouTube channel, online display, on-the-ground events, Twitter and a partnership with @TeamVic. This highly digital campaign started with a Twitter contest and the final TV commercial was produced with crowd-sourcing platform, Tongal.
The campaign received over 400 million impressions from earned media and over 1.5 million video views on YouTube.
Optic White – Foundation of Beauty
China | IMC
In China, movie star "Big S" helped launch the "newest thing in thing whitening" at regional Fashion Week events and online. Then, a heavily integrated campaign with TV, digital, retail programs, and print reinforced the claim, "one shade whiter after one week" and the movie star endorsement.
Glamorous events that were webcast helped generate excitement and further buzz about the biggest news in whitening.
Colgate Plax Tea – Mr. Plax Interruption
In his first TV appearance, Mr. Plax Confidence Coach helped launched new Colgate Plax Tea with a fully integrated campaign. TV, print, retail programs, digital, OOH, and on-the-ground events brought the news to life and helped generate excitement for the benefit of "freshness without the burn."
Heavy on digital, Mr. Plax continued to take his message online with Facebook updates, banner ads, and tweets.
Colgate Pro Clinical Toothbrush – Two Surfaces
UK | IMC
The launch of the new Colgate Pro Clinical electric toothbrush was supported by a new campaign that highlighted the technological innovation. With a unique auto adjust feature that adapts to different surfaces in the mouth, the communications focused on this distinctive news. A strong visual in TV and superiority claims online and at shelf helped to drive the new news.
Professional outreach include digital, print, and events.
Palmolive Pomegranate – I Sing "Burst of Youth"
LATAM | IMC
"Feel your skin and soul sing." "Burst of Youth" is the third TV execution for this music driven campaign in Latin America. To drive the experience of the new Pomegranate variant, the ingredients were romanced and the communications highlighted its antioxidant properties. A well-known song was used with new lyrics to reinforce the juicy Pomegranate variant.
The rejuvenation benefit was driven further in stores with vibrant retail displays, pomegranate-themed giveaways, and interactive video games.
Protex Man - "Push"
LATAM | IMC
Extend Protex into the mens’ body care by appealing to not just men, but dads. An orchestrated campaign featuring TV, digital, PR, and in-store drove home the message that if you’re man enough to be a dad, you’re man enough to have your own soap.
Help parents introduce proper brushing routines to their children through the use of fun, interactive pets.
Speed Stick DNA - Adapts To You
LATAM | IMC
Building on a long-standing campaign in Latin America, the "Blue Men" took a new look and feel in this highly digital campaign. With the unique benefit of "protection that adapts to the way you sweat," the blue Speed Stick bodyguards transformed into unique characters with each hero's adventure.
Teasers on television drove consumers online where they could watch the full adventures and create their own stories. Interactive videos allowed guys to make personal choices along the way and reinforced how the new product could "adapt to you." All of the newly created videos could be shared on the Speed Stick site or posted to user's social media pages.
Print, OOH, and retail programs reinforced the news and benefits offline.
17,000 people created their own 'adapted' stories and over 250,000 people visited the Speed Stick site.
Colgate Max White One
Europe | 2011
"Make your smile your best accessory." For the launch of Colgate Max White One, we staged "Accessory Drop" events in Paris and Milan, Europe's fashion capitals. Teasers featuring models dropping accessories on unsuspecting passersby on the street and on the metro were posted on YouTube. Parisians woke up to metro stations covered in dropped accessories with tags directing them to Colgate Max White One online.
The campaign was further bolstered by the accessory drop game on Facebook, which allowed people to play online. Strong TV and retail drove awareness.
The teaser video was the most-viewed video on YouTube in France the day before the launch. The campaign garnered more than 2 million "likes" on Facebook.
Palmolive Naturals Shampoo Philippines
Philippines | 2011
"Have a great hair day." KC Concepcion has been the spokesperson for Palmolive Naturals Shampoo in the Philippines since 2005. This long-standing partnership helped take the brand to No 1. But it now needed a refresh to make it more approachable, dynamic and personal.
We created a platform that would allow KC to engage more directly with Palmolive consumers. TV spots invited consumers to the Palmolive Naturals Facebook page, where they could interact directly with KC, share their hair stories and get tips.
In two months, the number of Facebook fans increased by 690 percent.
Colgate Total Pro Gums "Dentist/Mother"
For the launch, we wanted to borrow from the success of our global campaign featuring dentists to highlight the difference that brushing with Colgate Total Gum Defense can make.
The campaign helped strengthen Colgate Total's leadership in the multi-benefit toothpaste segment. In addition, it helped drive awareness of the signs of gum disease and the connection between healthy gums and a healthy mouth.
Colgate Sensitive Pro-Relief "Shweta"
Adaptation of our successful global campaign for the launch of Colgate Sensitive Pro-Relief in India.
The campaign is helping to drive awareness of the problem of sensitivity. Colgate Sensitive Pro Relief currently leads the sensitive toothpaste segment in market.