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...