|Title||HIDDEN SUGAR RECEIPT|
|Product / Service||COLGATE SUGAR ANTI NEUTRALIZER TOOTHPASTE|
|Category||A04. Use of Merchandising/in-Store Experience|
|Entrant||RED FUSE COMMUNICATIONS Hong Kong, HONG KONG|
|Entrant Company||RED FUSE COMMUNICATIONS Hong Kong, HONG KONG|
|Advertising Agency||RED FUSE COMMUNICATIONS Hong Kong, HONG KONG|
|Shen Guan Tan||Red Fuse Communications||Global Chief Creative Officer|
|Chew Shing Sian||Red Fuse Communications||Regional Associate Creative Director|
|Saawni Raiker||Red Fuse Communications, Mumbia||Group Brand Manager - Shopper Marketing|
|Sly Song||Red Fuse Communications||Regional Creative Director|
|Kenny Mar||Red Fuse Communications||Senior Copywriter|
|Kelvin Kwan||Red Fuse Communications||Regional Associate Creative Director|
|Kenward Ng||Red Fuse Communications||Associate Digital Director|
|Issac Ku||Red Fuse Communications||Senior Art Director|
|Jason Oke||Red Fuse Communications||Regional Managing Director|
|Valentina Tudose||Red Fuse Communications||Regional Retail Communications Director|
|Nicky Lee||Red Fuse Communications||Regional Retail Account Director|
|Buck Yau||Red Fuse Communications||Editor|
|Debbie Hooi||Red Fuse Communications||Regional Producer|
|Eric Jumbert||Colgate Palmolive||Marketing Director, India|
|Himanshu Batra||Colgate Palmolive||Direct Trade Manager, India|
|Jatin Batra||Colgate Palmolive||Direct Trade Manager, India|
|Shobit Saxena||Colgate Palmolive||Shopper Development Manager, India|
|Ameet Padiyar||Colgate Palmolive||Senior Brand Manager, India|
|Cyclone Lai||Red Fuse Communications||Art Director|
|Szeto Chi Wing||Y&R Hong Kong||Production Manager|
To help launch Colgate’s new and revolutionary toothpaste that fights sugar acids, Colgate initiated a partnership with a local retailer in India. We educated shoppers about the hidden sugar content in regular foods by transforming a piece of ordinary proof of purchase (the till receipt) into an educational discount coupon. The activation offers a cash discount for Colgate Sugar Acid Neutralizer toothpaste, with tiered savings based on the tabulated amount of hidden sugar on each grocery receipt at checkout. The higher the sugar content, the greater the need for Colgate’s new sugar-fighting cavity protection, and therefore a bigger discount to entice shoppers to try the product. The product was merchandized at checkout to convert immediate impulse purchases. By making the shopper aware of the surprising sugar content in their basket, we encouraged them to continue enjoying the foods they love, while getting protection from the hidden sugar that causes cavities.
Colgate spent years developing a new way to prevent cavities by neutralizing sugar before it even gets the chance to attack teeth. It’s the biggest advance in cavity-fighting since fluoride 50 years ago. But there is a common misconception that only sweets and candy cause cavities. Our objective was to educate shoppers on the real threat of cavities from everyday foods. Our strategy was to create awareness of the need for superior cavity protection by revealing the amount of hidden sugar in the foods in their own grocery basket, and provide an immediate incentive for shoppers to purchase the product.
As a pilot we do not yet have full results. But early data indicates the activation is very effective at communicating the message, and was able to successfully shift the perception of sugar from something only in sweets to a threat hidden in everyday foods. It has helped to establish a clearly differentiated proposition for Colgate Sugar Acid Neutralizer, as providing superior cavity protection versus other toothpastes. Importantly, during the campaign period, we have seen strong trade-up from regular toothpaste brands, and even conversion of a healthy percentage of shoppers to immediate impulse purchases at the register. Even before full results are available, Colgate sees the potential of the idea, and Colgate-Palmolive Malaysia is investigating how to adapt this campaign later this year.
Using the sugar content listed on either the packaging nutritional labels or on the brand's website, we derived categorical sugar averages for food items and beverages found in a supermarket. This special database was synced to the retailer’s POS system and receipt printing program. Every item scanned at the cashier was assigned a sugar content amount for that category, and the receipt was printed with this information, along with an immediately redeemable discount coupon whose value was linked to the total level of sugar content per shopping basket. We piloted this campaign in Mumbai to test the concept and technology, and it ran for a duration of one month. The results are now being evaluated for a national roll-out, and we are investigating how the technology would need to be adapted to different retailer POS and receipt printing systems.