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You are here: ESA home / Awards / Colgate Expert White Toothbrush Plus Whitening Pen and Britain’s Next Top Model

Colgate Expert White Toothbrush Plus Whitening Pen and Britain’s Next Top Model

26 November 2016

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.

colgate-static-visualwavemaker-logo colgate_logo_full_red lifetime-logobntm-logo

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