CASE STUDY COLGATE-PALMOLIVE “THE COLGATE VITAMIN C LEMON FRESH BREATH DAY” PROMOTION Colgate-Palmolive launched their newest product – Lemon / Vitamin C toothpaste – in a Our Role: big way! The offer ran in Vietnam and offered 1 billion Vietnamese Dong (approx £32,000) in a We worked with the local agency, themed special event promotion called “The Marketeers Vietnam, to find a creative way to Colgate Vitamin C Lemon Fresh Breath Day”. incorporate Colgate’s key promotional graphics with an attention-grabbing prize. Objectives: We provided the Money Bags™ mechanic for the event and Prize Coverage for the 1 billion To generate strong word-of-mouth advertising Vietnamese Dong. and PR for the new brand. To maintain Colgate’s budget while still Results: creating a high-impact promotion. To create an exciting event to draw crowds The launch was a big success for Colgate to Colgate’s booth. and their new brand of toothpaste. Mechanic: “Attendance levels surpassed our targets, and feedback was consistently strong and A Colgate branded zone was set up in Dam favourable,” said a representative. “We are Sen Park in Ho Chi Minh City. proud to have been part of this strong Colgate consumers were selected at launch.” random to participate. Participants were challenged to shoot two For more information visit lemon-shaped balls at a Velcro-covered lemon wedge target. www.takefiveinsurance.com Tel: + 31 30 69 758 48 The wedges that the balls landed on were or + 31 30 69 192 81 flipped over and if they revealed the two winning messages “Colgate Vitamin C” and “Lemon taste for fresh breath”, the lucky consumer won the main cash prize.