The creative worked on two levels. An announcement and recruitment campaign to get people excited and involved in the competition was communicated via a press conference with the Minister of Education and traditional mass media channels. The real creativity came from the children, designing, making and naming their Colgate models. This was followed by events to announce and showcase the winning models. Both the creation process and the events were covered by various TV programmes, including the national news.

There was plenty for Colgate to smile about! Historic sales growth was delivered along with significant improvements across all key brand measures. Three hundred schools participated in the competition. The event generated unprecedented PR coverage, including articles in 30 leading publications, 18 top-rating TV features and endorsements from the government and dental associations.