| Title | SQUEEZEE |
| Brand | COLGATE PALMOLIVE ASIA DIVISION |
| Product / Service | COLGATE JUNIOR TOOTHPASTE |
| Category | B02. Consumer Products |
| Entrant | Y&R VIETNAM Ho Chi Minh City , VIETNAM |
| Entrant Company | Y&R VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising Agency | Y&R VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising Agency 2 | RED FUSE Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Alex Mcmillan | Alexbyalex Studio | Photographer |
| Kirby Ho | Y/R Singapore | Regional Producer |
| Tuan Pham | Y/R Ho Chi Minh | Account Executive |
| Hau Pham | Y/R Ho Chi Minh | Account Manager |
| Dung La | Y/R Ho Chi Minh | Account Director |
| Mita Vu | Y/R Ho Chi Minh | Designer |
| Le Nguyen | Y/R Ho Chi Minh | Copywriter |
| Thao Nguyen | Y/R Ho Chi Minh | Copywriter |
| Ngoc Bui | Y/R Ho Chi Minh | Senior Copywriter |
| Khoa Lam | Y/R Ho Chi Minh | Art Director |
| Vuong Nguyen | Y/R Ho Chi Minh | Senior Art Director |
| Huy Nguyen | Y/R Ho Chi Minh | Senior Art Director |
| Kit Ong | Y/R Ho Chi Minh | Executive Creative Director |
| Stephen Forcione | Wpp | Global Client Leader |
| Tan Shen Guan | Red Fuse Hk | Regional Executive Creative Director |
| Marcus Rebeschini | Y/R Asia | Chief Creative Officer |
Colgate challenged the agency to come up with an innovative idea to make the act of brushing teeth more fun to kids. And in so doing, make Colgate the choice for kids and parents.
What if we could squeeze toothpaste into various shapes like how they do it with icing using nozzles? And that is what we did. We created Colgate “SqueeZee”.
SqueeZee nozzles only fit Colgate toothpaste tubes. So it is a great design and premium for sales promotion. SqueeZee's promotion packs were all sold out in 3 months after launch. The kids never thought squeezing toothpaste onto a toothbrush can be this much fun. Their surprise and joy of seeing toothpaste shaped like stars and seashells are also the results that Colgate wanted.
We used icing nozzles as our guide to create specially designed nozzle caps for Colgate toothpaste for kids.