Colgate MaxFresh jumps out of billboards

By Surina Sayal , afaqs!, Mumbai | In OOH News | December 15, 2009
Colgate encourages commuters to sample MaxFresh toothpaste through its innovative billboard campaign

Recently, Colgate launched a creative billboard campaign for its toothpaste brand, MaxFresh, where the toothpaste's cooling crystals appeared to be popping out of the hoardings.

Media agency, Posterscope handled the media duties; while creative agency, Encyclomedia Networks worked on the campaign.

The idea of the campaign was to communicate the product superiority of MaxFresh - to emphasize that it contains cooling crystals in abundance, and to highlight the fact that while other gel toothpastes freshen breath, only Colgate MaxFresh has cooling crystals that are more effective than regular gels.

& #BANNER1 & #While the product is not new, the company built interest by adding a short code to the creative. The objective was to call people to action. The ad says, 'SMS MaxFresh to 57007 for a free sample'.

Mukesh Manik, man-in-charge, Encyclomedia Networks, shares, "The brief from the client was to effectively cut through the clutter and highlight the cooling crystals in the visual. One of the objectives was to initiate sampling, which would also serve as a measurement tool for the effectiveness of the campaign."

The campaign was rolled out in Mumbai, Delhi, Bengaluru, Kolkata and Hyderabad, from November 13 to December 13.

Effective advertising communications agency, Encyclomedia Networks, which has recently formed joint ventures with companies in Australia and Argentina, handles the creative duties for a number of big brands and companies, including Hewlett-Packard, HUL, Coca-Cola and ITC.

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