Colgate Optic White Activation Project – 100% Chance to Win

Overview

In 2023, Colgate launched a large-scale nationwide activation campaign for its premium whitening toothpaste line — Colgate Optic White — with a bold promise: 100% chance to win for every participant. The campaign was designed not only to increase brand visibility but also to drive direct engagement and in-store purchases across major retail channels.

Key Highlights

✅ Rolled out simultaneously across 30 provinces within 5 months
✅ Deployed over 300 trained promoters nationwide
✅ Engaged tens of thousands of consumers through instant-win game mechanics
✅ Achieved 100% gift redemption rate, reinforcing the campaign’s central message
✅ Strengthened Optic White’s positioning as a fun, modern and effective whitening solution

Objectives

• Boost awareness and preference for Optic White among mass consumers
• Drive trial and conversion at point of sale
• Reinforce Colgate’s premium whitening proposition through a fun and rewarding experience

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