Colgate Max White Expert

Colgate Max White Expert

It was all smiles on the Colgate promotional bus

Share this study

Next project >

The brief was for an experiential campaign to promote the UK launch of the Colgate Max White Expert teeth-whitening product.

The Challenge

Colgate wanted an experiential campaign in London to promote the UK launch of a new teeth-whitening product: Colgate Max White Expert. They wanted the campaign to include a link to purchase the new product from a local store. 

The Brief

Building out from Colgate’s promotional message – “No one can underestimate the power of a smile. It can transform the way you feel, the way we interact and the responses we receive” – we wanted to promote that an important part of your beauty regime should be taking care of your smile. We wanted to introduce shoppers and commuters to Colgate Max White Expert with beauty advice and tips about how to give their smile a makeover every day. 

We chose to run the campaign in the Hammersmith area and we plugged into Superdrug communication and social channels to raise awareness in the lead up to the event. We posted information about the promotion and related price offers and competitions on various social media platforms, including Facebook, Twitter and Instagram; via the Superdrug DARE app; and through a targeted email campaign aimed at Superdrug card members that live and/or shop in the Hammersmith area. We also placed promotional marketing, including posters and branded security shrouds, at points of sale in the Hammersmith Superdrug store.

On the day before and the day of the event, we used the Superdrug DARE app to geo-target push notifications to customers in the vicinity of the promotional bus that we were using for the event. 

The Highlights

The Colgate Max White Expert experiential campaign was a great success and attracted lots of visitors. The free makeovers and beauty tips proved hugely popular. The Colgate brand message was well received by male and female audiences. The local Superdrug store in Hammersmith reported a large increase in sales of the Colgate Max White Expert teeth-whitening product.

The Upshot

The Colgate Max White Expert experiential campaign was very well received by Colgate, Superdrug and the public. The experience was a success, attracting over 6,000 visitors. The campaign achieved fantastic social media reach and significant media coverage. Overall, the Colgate campaign raised awareness, strengthened engagement and increased mindshare, in line with the client’s objectives.

To find out more about PickledEgg experiential services,

get in touch with the team on 0870 350 3450 or hola@pickledegg.com