Max White Toothbrush Plus Whitening Pen is a new innovation from Colgate. Whitening is a cluttered market so we needed to build awareness and excitement around the product. Through a unique sponsorship with the programme Britain’s Next Top Model (BNTM), the product was successfully positioned as a fashion and beauty accessory rather than an oral care product. Brand integration and talent endorsement delivered credibility as well as efficacy. Multi-faceted activation delivered scale against a hard to reach audience. Together this partnership successfully positioned the product as a beauty must have demonstrated through significant increases in awareness, consideration and ultimately sales.
