HIDDEN SUGAR RECEIPT

TitleHIDDEN SUGAR RECEIPT
BrandCOLGATE PALMOLIVE
Product / ServiceCOLGATE SUGAR ANTI NEUTRALIZER TOOTHPASTE
CategoryB02. Use of Other Digital Solutions in a Promotional Campaign
EntrantRED FUSE COMMUNICATIONS Hong Kong, HONG KONG
Entrant Company RED FUSE COMMUNICATIONS Hong Kong, HONG KONG
Advertising Agency RED FUSE COMMUNICATIONS Hong Kong, HONG KONG

Credits

Name Company Position
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 Regional Associate Creative 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

Brief Explanation

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.

The Brief

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.

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

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.

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

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.