Nothing is ever boring

In the global ranking of boring (that resides in my head when evaluating briefs), toothbrush is second only to water. But what’s more boring than 1 toothbrush brand? 2 toothbrush brands!

THE PROBLEM:
Colgate’s position in the toothbrush segment was being challenged by Systema, a strong local player. It didn’t help that people barely think about their toothbrush. By its very placement near the cashier in the grocery, you’d know it’s mostly an afterthought that involved a grand total of 3 braincells tops. Will this do the work? Is this affordable? Is this within reach (quite literally)? Price and placement are untouchables for ad-folks so we needed to showcase product performance in ways that grab attention for both Colgate Slimsoft Charcoal and Colgate Cushion Clean.

OUR SOLUTIONS:
I took a hard look on Slimsoft and thought hard about what makes it special. It’s black. It’s precise. It kicks away all the food stuck in between your teeth. You know where else you see a black, and precise kicker? On the mats in Thailand. It’s literally called Muay Thai.

Cushion Clean is a bit more challenging because it looks absurd as in why will I use children’s toothbrush as an adult and pay extra for it? So I definitely had to try it for research purposes and what I discovered was while people might not be thinking about their toothbrush at all hours of the day, they are most definitely thinking about going to the spa at every chance they get. This is exactly what brushing with Cushion Clean feels like…like a spa for your teeth! It was so soft I literally couldn’t stop brushing.

RESULTS:
Strong market position was protected from local threats. Toothbrush advertising got a new look! Boring no more!