Results and Effectiveness

As a result, the ride attracted a lot of curious visitors. Many were drawn to the giant teeth and toothbrush design as they had never seen a rollercoaster like it before. It also brought a lot of attention to the brand and elevated Colgate’s status from a ‘purely functional’ toothbrush to one that’s ‘unique and really cool’. Through word of mouth, awareness of the brand increased by 8% and sales of the Colgate 360° toothbrush rose up by 2% in just one month.

Creative Execution

Thus, an ambient idea was born. To reach Colgate 360° ’s target audience, which is mainly made up of parents and their kids, an amusement park roller coaster (with a big loop that looks like a mouth) was transformed into a thrilling ride resembling a giant Colgate 360° toothbrush and teeth. The ride was then officially opened to the public during the school holiday season so that the product’s message and branding can get maximum exposure. The ride was also renamed “The Colgate 360° Experience”.

Insights, Strategy and the Idea

Colgate’s objective was to inject more excitement into marketing its 360° toothbrush. Although the toothbrush had been around for a long time, and had a unique selling point of cleaning the whole mouth, people weren’t all that aware of its existence. And sales was lagging. So Colgate wanted to boost sales with a big idea that would not only change consumers’ perception, but also something that was very different from conventional advertising. Something big that would get people talking.