Colgate launches campaign to encourage oral hygiene

With the aim of encouraging the public to floss more often, Colgate recently launched the campaign “Your New Friend: Flossing”, featuring the world’s first interactive floss that reacts differently depending on how often it is flossed. which one it is. used. The campaign was developed by Colgate-Palmolive in partnership with WPP@CP, an exclusive customer service unit led by VML Group, with BCW’s impact strategy.

The prototype, which is not for sale and will be targeted exclusively at influencers, uses an innovative mechanism to monitor the frequency of product use. This system is activated by a trigger during flossing for use, which changes the state of the interactive dental floss, indicated through a liquid crystal display located on the front of the package. Thus, the more the product is used, the happier and cleaner the ‘Virtual Tooth’ becomes. On the other hand, if the use is sporadic, it becomes sad and completely dirty. “At Colgate, our mission is to inspire oral care and promote healthy smiles around the world. We are committed to providing quality products that help people maintain their oral health. We believe that flossing has a fundamental role in this care, which is why we are constantly innovating to encourage its regular use. This new initiative, which gamifies good oral hygiene practices, is a reflection of the commitment to improve oral health for everyone,” adds Adriana Anido, Vice President of Marketing at Colgate-Palmolive.

The campaign’s publicity strategy will include partnerships with influencers such as @mandycandy, @vireiadulto, @canalnerdshow, @duda.menegheti, @dentistamusical, @leandroneko and @salada.mistica, who will demonstrate how it works and be in able to share their interactive flossing experiences on your social media profiles.

“Although flossing may not be the most exciting activity, it is one of the most essential to ensuring good oral hygiene. Thinking of encouraging continued use of the product, we created the ‘Your New Friend: Fio Dental’ campaign as part of our awareness strategy. With this project, we seek to bring more softness and fun when approaching a product that is still underrated in Brazilian homes,” say Frederico Teixeira and Denon Oliveira, Creative Directors at WPP@CP, an exclusive client service unit of led by VML Group.

Data sheet:

Agency: WPP@CP – VML Group

Client: Colgate-Palmolive

Title: Your New Friend: Flos Dental

Product: Colgate

Creative Director: Frederico Teixeira, Denon Oliveira

Editors: Frederico Teixeira, Naira Bentes

Artistic director: Denon Oliveira, Diana Coutinho, Renan Miguel

Illustrator: Fábio Vido, Renan Miguel, Denon Oliveira

3D: Rodolfo Martins

Colgate Chief Operating Officer: Emmanuelle Goethals

Participants: Mariana Nadler, Ianara Petruci, Thaysa Ferreira, Camille Andres, Mariane Cabrera

Planning: Aline Prates, Mariana Dutra, Maysa de Paula, Emerson Karlos, Hellen NevesMedia: Luis Padilha, Mariana Almeida, Felipe Dourado, Gabriele Santos, Any Mota

Approval (Client): Adriana Anido, Welner Alves, Gabriela Sassaki, Luciana Abe, Fernando Santos, Leandro Rodriguez, Kairin Kikuchi, Valentina Alfonzo, Marina Cappellano

PR WPP@CP – VML Group: Paula Ganem, Suellen Ciriaco, Hellen Araújo and Ana Carolina Cesario

PR and Marketing Influencer WPP@CP – BCW: Gabriella Leite, Gabriel Furlan, Anna Clara Falbo

Head of Production: Nicole Godoy

Production: Viviane de Castro, Anderson Rocha, Vivian Moraes,

Bianca Aguiar, Arthur Dagir.

Image producer: Product Films

Director: Marcelo Raimondi

Illustrator: Fabio Vido

Executive Director: Anderson Lima

Service: Tatiana Lima

Editor: Guilherme Pilz

Color: Zé Nascimento

Post production/finishing: Guilherme Pilz

Audio Producer: CANJA

Musical direction: Eduardo Karas, Filipe Resende

Service: Matheus Peres

Project management: Ana Flor Bohrer, Flávia Medeiros, Mariana Aldrigue

Musical supervision: Bruno Vieira Brixel, Levi Mynssen de Mello

Track: Filipe Lopes

SFX: Ardlez

Audio production: Leonardo Lima, Nando de Castro, Érica Silva

Prototype manufacturer: Akee design

Executive producer: Fábio Fregni and Guilherme Damiati

Software Engineering: Gean de Melo and Leonardo Bastos Marcondes Machado

Read more news:

https://marcaspelomundo.com.br/esg/colgate-cria-movimento-para-combater-a-carencia-dental-no-brasil/

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