CASE STUDY: ‘PERSONAL CARE’
CAMPAIGN: COLGATE MAX WHITE EXPERT TOOTHBRUSH + WHITENING PEN SPONSORS BRITAIN’S NEXT TOP MODEL & AUSTRALIA’S NEXT TOP MODEL
OBJECTIVES: Use Colgate’s sponsorship of Britain’s Next Top Model, and its relationship with brand ambassador Abby Clancy, to create a campaign that positioned Colgate as the toothpaste that makes everyone feel their most beautiful, and most importantly, their most confident.
THE CREATIVE: Colgate’s sponsorship of Britain’s Next Top Model was a way to effortlessly link the Colgate brand with beauty and success. And as a model’s smile is arguably their most valuable asset, it was the natural home for Max White Expert Toothbrush + Whitening Pen.
By showing a model seamlessly transitioning from her dressing room to the catwalk after using the toothbrush and pen, we pushed the idea that using the product is all anyone needs to instantly turn themselves into a catwalk ready model, or at least give themselves the confidence to feel like one.
The sponsorship campaign was paired with social content pieces which fed into the wider Colgate campaign ‘#mybestme’ These featured Colgate ambassador and BNTM judge Abby Clancy talking about what it was that made her feel great about herself. Shot in a warm, conversational style, the content emphasised Abby’s ‘every woman’ relatability, suggesting that beauty and confidence like hers is only a Colgate product away.
The campaign flowed through to online banner ads to drive brand awareness and purchase opportunities.
Britain’s next top model 2016
My Best me
Be your best
Australia’s Next Top Model