In 2010, Colgate launched a toothpaste that promises one shade whiter in one week; but in order to effectively promote its brand, the featured Colgate 'Max White One' commercial took the streets of Paris for a publicity stunt that turned heads. Paris is undoubtedly is considered Europe's fashion capital by many, so Colgate dressed its models with the best of the best as they stripped down capturing the public's notice.
Item by item, the public started gathering the models' items and noticed the attached message "Make Your Smile the Best Accessory." Truly haute and truly effective.
Disrobing Dental Ads
The 'Colgate Max White One' Commercial Capture's Paris' Attention
Trend Themes
1. Instant Results Toothpaste - The 'Colgate Max White One' toothpaste promising one shade whiter in one week shows an opportunity for disruptive innovation in instant results toothpaste market.
2. Fashion-based Advertising - Colgate's 'Max White One' commercial using fashion industry as a promotional strategy indicates a trend towards fashion-based advertising in personal care industry.
3. Interactive Advertising - Colgate's Paris publicity stunt suggests an opportunity for disruptive innovation in interactive advertising methods for personal care products.
Industry Implications
1. Personal Care - Colgate's new toothpaste innovation and unique advertising strategy shows an opportunity for disruptive innovation in the personal care industry.
2. Fashion and Beauty - Colgate's promotional strategy using fashion industry as a promotional strategy indicates a trend towards fashion and beauty industry for cross-promotional events.
3. Marketing and Advertising - Colgate's Paris publicity stunt also proves to be a great opportunity for disruptive innovation in marketing and advertising industries in general.