colgate sweet tooth

Imagine creating a storefront for colgate. We did.

Colgate’s been a partner for the pearliest of whites for over 200 years. It’s a staple in the dental industry used billions of times a day. Bascially, everyone knows Colgate.

While Colgate is fighting to grab people’s attention during the day, customers are busy fighting their afternoon slump at work with a little snack, a walk around the block, and a scroll on social media.

colgate is used over 140 times a day by americans. But it only occupies five minutes of our day.

if a midday brush is too much, how can colgate leave home with their customers?

People want to look good and post themselves on social media. But they also want to snack all day without regret. Over 60% of adults prefer a little snack over a meal during the day, and while healthy candy options are on the rise, candy companies are monetizing fast.

BUT WHAT DO THEY KNOW ABOUT PROTECTING DENTAL HEALTH? NOT WHAT COLGATE KNOWS ABOUT PROTECTING DENTAL HEALTH!

We studied stunt marketing cases and the long-term impact of in-person brand experiences that are random, but make complete sense. Then, we took a dive into the international markets (namely Asia) and their tooth-friendly candy options.

Being the first toothpaste brand to do this is a venture worth exploring.

Colgate has a chance to enter a relevant new market and create a showstopping experience that earns media. All without sacrificing the company’s dedication to great dental health.

Strategy:
colgate candy, because candy doesn’t care

Activation:
Sweet Tooth: Candy by colgate

— Creation of sugar, cavity, and guilt-free colgate candies

— Vintage-inspired store in high-traffic SoHo, capturing professionals on their afternoon breaks and local tourists

— Guerilla marketing to spark social media buzz: old-school candy carts in NYC streets