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Top 6: July 30th 2014

Colgate: The Sweetest Treat

The Sweetest Treat
Top 6: July 30th 2014
For Colgate Toothpaste the objective was to revitalize the habit of brushing after eating. The target audience was mostly young adults, on-the-go, who tend to consume sweet snacks at any time as a way to keep energized. They buy this food at the spur of the moment when they feel a craving. The Colgate brand promise of long-lasting anti-cavity protection has given them permission to be less careful about their oral care. The idea was to sample the product just at the moment when it was more relevant. Sample toothpaste tubes were placed inside vending machines and they came out when someone bought a sweet snack.Agency Y&R Puerto Rico
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Editor: Arnaldo Lopez

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