Colgate Promo, Case study PIZZA BOX by Y&R Paris

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PIZZA BOX

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Industry Oral Hygiene
Media Promo & PR, Case study
Market France
Agency Y&R Paris
Creative Director Carmine Coppola
Art Director Laurent Baghdassarian
Copywriter Jaron Anderson - Daniel Lobaton
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: COLGATE PALMOLIVE COMPANY
Product/Service: MAXFRESH NIGHT
Agency: Y&R PARIS
Date of First Appearance: Oct 1 2010
Entrant Company: Y&R PARIS, FRANCE
Creative Director: Carmine Coppola (Y&R Paris)
Art Director: Laurent Baghdassarian (Y&R Paris)
Copywriter: Daniel Lobaton (Y&R Paris)
Media placement: Box- Direct Mailing - Pizzeria - Octobre 2010

Insights, Strategy & the Idea
Promote the new Colgate Max Fresh Night toothpaste variant which guarantees fresh breath in the morning and appeals to the “young urban adult” target and their dating lifestyle.

The insight for the campaign came right from our target’s behaviour: they eat tons of fast food delivery. From this insight came a simple, product-focused concept: With Colgate Max Fresh Night, your dinner breath won’t become your morning breath.

Creative Execution
We created specially branded pizza boxes where the inside of the box was designed to look like the inside of a mouth. The boxes were distributed to popular pizza parlours in the city of Paris. When people opened their pizza deliveries, they discovered our message: “Don’t let your dinner breath become your morning breath. Colgate Max Fresh Night. Wake up fresh.”

Results and Effectiveness
Within the launch of the campaign we received media and news coverage accounting for the production costs of the campaign (“Manu a la radio”, “20minutes”, “Yahoo Actuallités”) and relevant to the target audience. We were present in social media (over 3,000 local impressions within 24 hours), gaining traction in blogs and tweets.