TURNING A BRAND PROMISE INTO A BRAND REALITY
Every brand these days has a brand promise. Colgate, of course, is no different. But to make sure this wasn't just some marketing mumbo-jumbo, we created an IMC campaign that showed Colgate meant what it promised.
The campaign kicked off with a regional brand film that departed from the usual cause-and-effect demo approach that Colgate was used to. We then spoke to each individual market personally, rolling out a free oral health check-up in the regions most derived of standard oral care, rallying them with the message, 'Together, let's keep India (Or the Philippines. Or Thailand) smiling'. We then went to the streets and documented real smiles and the stories behind them in the local community to share on social media.
