Agency: Young & Rubicam | Author: Inigo Patten |
Just one kiss: the launch of Colgate Bicarbonate of Soda
INTRODUCTION
'Kiss' is an example where planning provided an insight into the toothpaste target audience and its hedonistic and sensual attitude to life that extends into other brands and products. This awareness resulted in distinctive and creative advertising in a category not normally renowned for these qualities, and contrasted with other baking soda toothpaste launches which took a more conventional approach.
BACKGROUND
Baking soda as a tooth cleaning ingredient has been known about from the earliest times. As long...