Turning a commodity
into a sign of love  and commitment.

CASE STUDY

PROBLEM: Colgate launched Keep, a toothbrush with long-lasting aluminum handle, interchangeable brush heads and 80% less plastic. A toothbrush made to last. While the product was a more sustainable alternative and innovation in the segment, Colgate still had the challenge to communicate it to their target audience: Gen Z. In a category where most of the choices are done on autopilot, Colgate needed to stand out from competition.
IDEA: Inspired by the insight that a relationship starts to get serious when you leave a toothbrush at their place, Colgate has created a limited-edition toothbrush to help this step towards commitment easier.
OUTCOME: Colgate “You’re the One to Keep” started a conversation with Gen Z, helping to make the brand culturally relevant in a very commoditized market.

As a guerilla activation with a budget of only 10k euros, we reached 3.7 million impressions and 5 million euros in earned media, with an impressive ROI.