Colgate Plax Mouth Rinse

Colgate decided to launch a 50ml bottle of Plax (a very, very small bottle) at a favourable price. They decided to launch the product to get people to try it out and move from, the current South African mouth rinse market leader, Listerine. I was tasked with coming up with some interesting ideas for the launch. Seeing as though we were dealing with a really small product, I came up with the concept line of, "Try a little. You'll like it a lot." And, to meet with further product objectives, I also came up with the line, "Get on-the-go fresh breath".

The first of my ideas was derived from something I saw, called Flyvertising. Seeing as though the medium is really, really small, it fit perfectly with the product. 

Playing in the oral care aisle is great, but to really get the point across, it's best to play throughout the store. Here are some cross-merchandising ideas.

In South Africa, it's commonplace to be handed flyers at traffic lights. Most of these have become white noise, as it were. I decided to put a different spin on the humble flyer, by making it really, really small. Non-invasive and something to cut through the clutter. Who said bigger is better.

What ever happened to the scratch and sniff card? I decided to use this medium as another element. The exception is that, when the card is scratched, the smell of onion or garlic will be released. Not the most pleasant of all scents, and that's why it would work so well.

To add even further visibility to this campaign, I proposed car fresheners to be placed into Avis or other car rental cars. This freshener would smell like the product and also linked into the "on-the-go fresh breath".