Colgate: SQUEEZEE [video]

Credits & Description:

Advertiser: COLGATE PALMOLIVE ASIA DIVISION
Agency: RED FUSE, DENTSU Y&R
Category: Fast Moving Consumer Goods (not including food)
Account Director: Dung La (Y&R Vietnam)
Senior Account Manager: Hau Pham (Y&R Vietnam)
Art Director: Khoa Lam (Y&R Vietnam)
Copywriter: Kit Ong (Y&R Vietnam)
Executive Creative Director: Kit Ong (Y&R Vietnam)
Copywriter: Le Nguyen (Y&R Vietnam)
Asia Chief Creative Officer: Marcus Rebeschini (Y&R Asia)
Regional Producer: Kirby Ho (Y&R Singapore)
Designer: Mita Vu (Y&R Vietnam)
Senior Copywriter: Ngoc Bui (Y&R Vietnam)
Regional Executive Creative Director: Tan Shen Guan (Red Fuse Hk)
Senior Account Executive: Tuan Pham (Y&R Vietnam)
Copywriter: Thao Nguyen (Y&R Vietnam)
Senior Art Director: Huy Nguyen (Y&R Vietnam)
Client Service: Stephen Forcione (WPP Global Client Leader On Colgate Palmolive)
Photographer: Alex Mcmillan (Alexbyalex Studio)
Senior Art Director: Vuong Nguyen (Y&R Vietnam)
Outcome
SqueeZee nozzles only fit Colgate toothpaste tubes. So it is a great product design and premium for sales promotion.SqueeZee has just premiered in April so we don’t yet have definite numbers but sales and feedback have been very encouraging.The kids never thought squeezing toothpaste onto a toothbrush can be this much fun. Their surprise and joy of seeing toothpaste shaped like stars and seashells are also the results that Colgate wanted.
Client Brief Or Objective
Colgate challenged the agency to come up with an innovative premium idea to make the act of brushing teeth more fun to kids. And in so doing, make Colgate the choice for kids and parents.
Relevancy
We used icing nozzles as our guide to create specially designed nozzle caps for Colgate toothpaste for kids.
Implementation
What if we could squeeze toothpaste into various shapes like how they do it with icing using nozzles? And that is what we did. We created Colgate “SqueeZee”.