Colgate Equity: Grinners are winners

This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team.

Colgate Equity: Grinners are winners

Kate Kopperman

Campaign details

Brand owner: Colgate Lead agency: George Patterson Young & Rubicam Sydney and VMLBrand: Colgate EquityCountry: AustraliaIndustry Oral healthChannels used: Direct marketing, Earned media, buzz, Events and experiential, Public relations, Social media Media budget: Up to $500k

Executive summary

This case study describes how dental care brand Colgate found a fresh way to engage with Australian consumers about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team. A tough challenge and tight...

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