Colgate Charcoal Slimsoft’s #whattheblack campaign

Launch Project
Brief

Since toothbrush is a slow category and doesn’t attract eyeballs / create talks with conventional promotional tools such as just ATL, PR etc. Colgate wanted to create a disruption amongst consumers to highlight the launch.

More About the Project

#whattheblack. A unique campaign that utilized different mediums to bring alive a category that often witnesses feature related communication. The core communication was largely targeted at KOLs (Key Opinion Leaders) i.e. Bloggers, radio jockeys, media personnel and corporate leaders.

The activity was planned across 6 metros in India -Mumbai, Delhi, Hyderabad, Kolkata, Chennai and Bangalore.

The entire communication revolved around things not normally Black with the culmination being the product reveal. About 200 KOL’s were sent DMs intended to create a reaction to #WhattheBlack. The campaign was also supported online through #WhattheBlack and a micro site www.whattheblack.com.

The disruption occured when the elements that are traditionally white,<span > Eggs, Newspapers, tissues & paper cups, were turned black and sent to the KOL’s over a period of 4 days, creating the desired reaction across the social media.

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