The Client:



The Brief:

As a growth strategy for Colgate, find a new use for toothpaste.


The Insight:

In a cross-sectional study on acne awareness and perceptions, 85.6% of subjects reported that they don’t trust a lot of the brands that promise to clear their skin

(S. Zimmo, Science Direct) 


Due to Colgate’s built up success and consumer trust, there is a space for the brand in the Acne Treatment market, to target those who are sceptical of acne brands, but who know and trust the 122-year-old brand, Colgate.


The Big Idea:

Colgate Triple Action ‘Acne Paste’ will release you from the psychological shackles that acne creates.