Colgate Total launches colour changing toothpaste
A new toothpaste with colour changing technology launched in Westfield Shopping Centre, Shepherds Bush, London from 4-6 March 2016.
New Colgate Total Proof turns from white to blue as it cleans to indicate whether teeth have been cleaned properly.
The launch activation, run by Sense, will see over 24,000 mini samples of new Colgate Total Proof™ distributed to shoppers, as well as money-off vouchers and a competition to win a FitBit every day. The activity will also feature a range of other interesting wellbeing technologies for shoppers to interact with.
“By framing Colgate Total Proof within the context of wellbeing technology, it gave us a really interesting territory to explore for launching an everyday product in the real world,’’ said Mariana Ranken, senior brand manager at Colgate.
The launch will also mark the start of 14 days of mass sampling activity by Sense at targeted offices across the UK between 4 and 25 March. “Our tactical teams will operate across seven major UK cities surprising and delighting offices with unbranded boxes to build intrigue and engagement with Colgate Total Proof,” said Lynsey Horsfield, senior account manager at Sense.
The office sampling tour will stop at Manchester, Birmingham, Leeds, Nottingham, London, Bristol and Guildford.