The Brief

Find a simple and effective way to get Colgate into the minds of our consumers outside the highly cluttered and competitive supermarket space and without using expensive traditional advertising mediums.

Describe how the promotion developed from concept to implementation

No food can hide from Colgate. Colgate can seek out hidden foods in-between teeth and in alleyways. We created the Colgate Hidden Foods Directory. It was a collaborative effort with the ‘Xe Om’ riders or motorcycle taxis. We tapped into their knowledge of knowing every nook and cranny in Ho Chi Minh City. We just had to suit them up with our vests made to hold all the directories.

Describe the success of the promotion with both client and consumer including some quantifiable results

We used only 20 ‘Xe Om’ riders. We provided them differentiation from others as well as opportunities for more business. Over 1,000 directories were picked up in the first 5 days of launch. Compared to paying a promoter girl an average of USD2,300 a month and merchandizing rental space of an average of USD137,000 a month (for 35 supermarkets), we had spent only USD238 on 20 vests and USD620 on 1,000 directories. We are now in the process of preparing for our second edition of the directory covering more restaurants.

Explain why the method of promotion was most relevant to the product or service

No food can hide from Colgate whether it is food stuck in-between teeth or in alleyways. And no one knows alleyways better than the ‘Xe Om’ riders. And the ‘Xe Om’ riders are very popular with commuters since they are especially cheap and fast. By smartly collaborating with the ‘Xe Om’ riders, Colgate reinforces the message of being the expert in seeking out hidden foods, anywhere.