Colgate toothpaste: Maxfresh challenge 2017

Colgate, a health- and personal care product company, developed a campaign to launch its new Colgate Maxfresh variant in Vietnam.

Campaign details

Brand: COLGATELead agency: WAVEMAKERRegion: APAC

Objectives

Background:

In Vietnam, the toothpaste category has always been a rugged battle with strong competitors dominant such as P/S & Close-up; not to mention their level of consistency in investing budget year-by-year. This leads to the threat that should there be no engaging activities happening, Colgate MaxFresh will lose its position in the consumers' mind.

With millions of crystals in its toothpaste, Colgate MaxFresh launched a new variant this year that brings up freshness with a strong mint flavor which lasts for hours.

Marketing Challenge:

Colgate MaxFresh...

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