PLATFORM Integrated Media Campaign
CLIENT Colgate-Palmolive
ROLE IN WORK Art Director, Creative Director
Colgate Sensitive Pro Relief's ad campaign positioned their toothpaste as superior to the market leader, Sensodyne, in combating tooth sensitivity. The campaign used live-action demos, CGI, and print ads to showcase the repairing power of the toothpaste, successfully increasing brand awareness and positioning Colgate Sensitive Pro-Relief as the best toothpaste for sensitive teeth.
THE BRIEF
For decades, the market leader in toothpaste for sensitive teeth had been the competing brand Sensodyne. Our job was to demonstrate that our brand, Colgate Sensitive Pro Relief, offered a superior solution for combating tooth sensitivity with the claim that our toothpaste's technology could actually repair sensitive teeth, rather than simply numbing the pain.
THE CHALLENGE
Studies have shown that customers consider sensitivity toothpaste to be a specialty product, and general brands like Colgate are not top-of-mind for addressing tooth sensitivity. Our objective was to demonstrate that CSPR was actually a superior choice, positioning our competitor as the "old way" and ourselves as the "new way.”
THE SOLUTION
We dramatized the problem with two characters: our CSPR woman, young, intelligent, and ready to get down to work in her red branded jumpsuit with toothpaste in her tool belt; and in contrast, a stuffy, professorial blowhard. They stood in front of 9-foot teeth - actual props that served as backdrops for our live-action demo, where you could see the repairing power of the toothpaste play out in physical space instead of the normal cut-away demo usually employed by this brand.
Social Media Advertisement: Facebook
In the realm of social media, we employed a toothpaste-as-tool metaphor. Using computer-generated imagery (CGI), we depicted the toothpaste pack in the shape of a wrench, which then unfolded in a short but visually striking animation. This animation lasted only a few seconds, but it was long enough to capture the attention of Facebook viewers. The result was a powerful quick and visual way to convey the impression of the toothpaste as your best tool for repairing sensitive teeth.
Colgate Sensitive Pro-Relief Print Ad
The print version of the campaign took an even simpler approach to communicating the values of CSPR. It couldn't be more direct than this.
CSPR Pool-out: Cold
The following year, we created a follow-up spot to the original, this time exploring the impact of cold conditions on tooth sensitivity.
We adopted a more robust CGI approach, setting the scene in a completely new and colder world. We had the opportunity to work with a production company that had previously worked on the popular HBO series Game of Thrones to enhance our pain cues with advanced "winter is coming" snow and cold landscape effects.
THE RESULTS
The campaign successfully increased brand awareness and positioned the Colgate Sensitive Pro-Relief toothpaste in the sensitivity marketplace as the best tool in your kit to repair your sensitive teeth.
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Designs by Michał Jakobsze.