Colgate: Mouthguard

Challenge: Break through the clutter and low interest barriers of toothpaste advertising and reaffirm Colgate's credentials as the leader in oral care in Australia.

The idea: We tapped into Australia's love of sport and created a media partnership with one of Australia's most popular sporting clubs, The Rabbitohs Rugby League Team. Very simply, VML / George Patterson Y&R, Sydney branded their mouth guards with the Colgate logo.The tiny mouthguard was converted into a media space, showcasing Colgate's teeth protection credentials in the toughest of arenas. Every time a player took a hit, scored a try or flashed a winning grin, this tiny bit of media reinforced Colgate's reputation for protecting white smiles. The small space got maximum exposure as it was picked up by the national broadcast of the games, as well as national sports coverage in the papers.