To position Colgate Fresh Energy Gel as the toothpaste which resulted in long-lasting fresh breath. The target audience comprised mainly of young adults, both male and female.

The objective was to popularize the brand, by using a cost-effective media solution. Fortunately, the brand also had a strong equity in the toothpaste market. Since this media entry communicated our message effectively and easily, it resulted in an increase in sales.

Young couples would frequently visit promenades in the city where they would sit on benches and indulge in their romance. We took this opportunity and put up posters at these benches. As the message was simple, people passing by could actually view the poster AND its effect simultaneously! In this manner, the media and the message worked together to enhance the overall impact of the effort.

Although the media idea was simple, we decided to capitalize on the fact that it could be extended easily. To take the idea ahead, we put up posters at various touch-points across the city where young couples would meet up. These were located in parks, promenades, beachfronts and other such places. (A visual example of this has been included in the Presentation Board.)

The consumer insight revealed that ‘bad breath’ was a big concern amongst many youngsters, and caused problems in their love-life. Our aim was to reach out to these people at the right time at the right place. As a result, we adopted a new and innovative approach. We decided to communicate our product’s benefit, during their intimate moments. This resulted in strengthening the brand’s connections with consumers and gaining extra receptivity for the brand’s message.