As part of an interactive marketing campaign, Colgate created exotic ice cream flavors to test the effectiveness of their toothpaste for sensitive teeth. The toothpaste manufacturers teamed up with the 'architectural foodsmiths' at London's Bompas & Parr to see how well Colgate's Sensitive Pro-Relief Toothpaste stands up to the unusually flavored ice cream.
The sensitive teeth test involved participants inventing interesting flavors with ingredients like chili peppers, hot sauce and vinegar with liquid nitrogen. The point was to create concoctions that would trigger tooth sensitivity by being hot, cold, acidic or sweet so the toothpaste could really be put to the test.
The demonstration branches out from Colgate UK's Instant Relief Challenge, where customers can try the product with a money back guarantee.