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A white smile is the perfect foundation

Lifting a toothpaste brand beyond the hygiene market, this anti-Dove campaign celebrates beauty products as the vehicle for girls all over the world to become their best selves, ultimately elevating the notion that a whitening toothpaste isn’t a hygiene-exclusive product but an essential part of women’s beauty and fashion routine.

 

The Challenge

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Despite Colgate being a globally recognised toothpaste brand, Colgate Expert White needed to differentiate itself as a premium whitening product amongst the plethora of toothpastes lining the aisles of every supermarket. Our objective was to elevate the notion that a whitening toothpaste isn’t a hygiene-exclusive product but an essential part of women’s beauty and fashion routine.

 

The Strategy:

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This would be the anti-Dove campaign; not aimed at people searching for inner or natural beauty, but rather at those celebrating beauty products as the vehicle to become their best selves. After all, It was the make-up obsessed, the collectors and fashionistas that would be most open to purchasing of a £7 tube of toothpaste but also to the idea that a great smile is an essential part of beauty.

In order to legitimize the message with our core audience, the brand needed to speak the language, to be an authentic part of the community. So, rather than manufacturing stories that attempt to speak to 25-44 y/o women in an uncharted market, we turned to those that are already considered akin to gurus by our target audience; beauty influencers.

 

The idea

Utilising their skills and knowledge, we replicated the style and tone of the beauty communities all-ready high-performing content and devised a campaign to celebrate the transformative potential of makeup – speaking directly to our audience’s passion. Our spot finished with the powerful product truth, communicated with a distinct pan-European authenticity.

Leveraging a veritable dream team of notable inluencers, consisting of female-focussed director Mollie Mills alongside seven beauty bloggers from six different markets all sporting a uniquely-striking look, we created a video manifesto of sorts. Unscripted and utterly authentic, our girls would not only describe in their own words the power that make-up has in creating their confident personas, but in how much a white smile is the perfect foundation to their look, whatever it might be.

Film: Perfect Foundation, Long Edit

Individual Market Ready Films

Film: Behind the Scene of The Perfect Foundation

The Perfect Foundation in Facebook Canvas Ad Format

The Perfect Foundation in Facebook Canvas Ad Format

 

The Results

The coordination of the cost-effective shoot produced and delivered over 200 pieces of content in 20 languages that existed in multiple markets, totalling over 2 million video views to perform natively in every channel across every market.

The content campaign proved to be one of Colgates highest performing in the Millward Brown Qual Tests. Through adopting existing beauty-related cues and art direction, we effortlessly introduced Colgate Expert White to the beauty community achieving a 9% lift on the attribute statement: “Colgate Expert White makes me think of beauty”, cementing its future within the beauty community as a strong foundation for future campaigns.

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