The expanded 'media team' included media planners, buyers, creatives, and promotion experts, truly making this an integrated solution using out-of-home in an innovative way. Given the challenge, the team came up with the perfect solution, turn the mascot into a movie star and 'tease' the product to millions through movie theatres! Brand Buzz Media turned 188 theatres into Colgate dominated out-of-home vehicles. Each theatre had to work hard to deliver the Herbal White message. Through a partnership with Regal Cinemedia, Colgate became a charter advertiser of the brand new digital movie network.