Colgate: PIZZA BOX

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: COLGATE PALMOLIVE COMPANY

Product/Service: MAXFRESH NIGHT

Agency: Y&R PARIS

Date of First Appearance: Oct 1 2010

Entrant Company: Y&R PARIS, FRANCE

Creative Director: Carmine Coppola (Y&R Paris)

Art Director: Laurent Baghdassarian (Y&R Paris)

Copywriter: Daniel Lobaton (Y&R Paris)

Media placement: Box- Direct Mailing - Pizzeria - Octobre 2010



Insights, Strategy & the Idea

Promote the new Colgate Max Fresh Night toothpaste variant which guarantees fresh breath in the morning and appeals to the “young urban adult” target and their dating lifestyle.



The insight for the campaign came right from our target’s behaviour: they eat tons of fast food delivery. From this insight came a simple, product-focused concept: With Colgate Max Fresh Night, your dinner breath won’t become your morning breath.



Creative Execution

We created specially branded pizza boxes where the inside of the box was designed to look like the inside of a mouth. The boxes were distributed to popular pizza parlours in the city of Paris. When people opened their pizza deliveries, they discovered our message: “Don’t let your dinner breath become your morning breath. Colgate Max Fresh Night. Wake up fresh.”



Results and Effectiveness

Within the launch of the campaign we received media and news coverage accounting for the production costs of the campaign (“Manu a la radio”, “20minutes”, “Yahoo Actuallités”) and relevant to the target audience. We were present in social media (over 3,000 local impressions within 24 hours), gaining traction in blogs and tweets.