Australia’s leading whitening brand has launched its latest product using brand ambassador Jennifer Hawkins, in a shopper and experiential campaign created and activated by The Conversion Group.
Damian Facciolo, marketing manager said: “With Colgate Optic White® High Impact White™ toothpaste, consumers can now enjoy visibly whiter teeth every day just by switching their toothpaste. Our challenge was to engage consumers around the benefit in a ‘high impact way’ so we looked for one of Australia’s best known smiles to help us launch. Jennifer Hawkins was the perfect fit.”
Michael Cromer, partner at The Conversion Group said: “With new products, it’s imperative that we’re not just driving awareness, but ensuring that we get the product into consumers’ hands. Our task here was to drive both trial, and purchase. With an ambassador like Jennifer on board, we wanted to maximise our impact as quickly as possible.”
The integrated launch campaign includes exclusive retailer head office events, in store sampling & activation, and experiential sampling including the recent Mothers Day Classic.
Colgate Optic White High Impact White contains 2 per cent hydrogen peroxide, the whitening ingredient that dentists use in their professional whitening treatments. It delivers 4 shades whiter teeth with twice daily brushing for 6 weeks