While people religiously tuned-in to their favourite music, they also tuned-out (at least mentally) as soon as a commercial made its appearance. So we thought - why not become a part of their music, instead of being the interruption in their music.So we tied up with a popular radio station and created a “brushing” sound. This sound replaced the BEEP sound that was used to drown out profanities and vulgarities in songs.

At the end of the song the Colgate 360 promise of a clean mouth was announced; in a manner that went with the vein of the music – Colgate 360 Toothbrush. Get the filth out of your mouth.

The Colgate 360 promise had a high recall. And the media property became so popular, that the radio station started getting requests for what the listeners called the brush mix of the songs.There were even a few instances of this brushing sound being used by DJs in their clubs.