Using a unique technology, we created an innovative banner which opened up on top of the comments and allowed surfers to white out the dirty words in the comments with toothpaste strips.After the cleaning the following message appeared: Colgate Total Professional Clean- keeps your mouth clean.Actually, the banners not only allowed surfers to clean the comments; In addition, the Colgate's toothpaste strips, which appeared in the talkbacks' headlines acted as teasers and attracted other surfers to open the comments.As more comments were cleaned, more teasers were created and thus the surfers' activity widened our promotion.

The campaign message spread like wild fire: Over 2.000.000 unique surfers were exposed to the message and actively participated in cleaning the talkbacks.29,163 different comments were cleaned.