Execution

What better way to cut through the hum-drum of oral care messaging, and demonstrate Colgate's promise of protecting teeth, than by branding the mouthguards of the Rabbitohs in one of the world's most brutal sports, Rugby League. By sponsoring the Rabbitohs, we engaged a massive audience in the stadium, on live broadcast, and the PR that exists around Rugby League. Each time the players scored a try, flashed a smile or grimace, our brand was recorded and displayed across the media. In addition, the players took the message of oral healthcare to Australian youth, in a dedicated schools programme.