Colgate Smiles unveils debut viral campaign

by Alicia Buller, Revolution UK 12-Jul-07, 12:18

LONDON: Colgate has commissioned XM London to create a viral marketing strategy to educate mums and kids on the benefits of oral health and promote the Colgate Smiles brand.

"Mums and kids are not your usual viral recipient but through our research we identified an opportunity to connect with them by appealing to their competitive nature," said Tim Watson, strategist at XM London.

"Colgate parents want to do the best for their children and are so proud of their "little angels" achievements. The viral strategy is based around enabling parents to send their child's smile in a fun, educational and interactive format that can be shared."

The viral solution is a send-a-smile generator that allows parents and kids to upload pictures of their kids face and customise the picture with a range of funny and clever accessories under the themes of cowboy, fairy, pirate and princess.

Creative director Phil Tarver said: "Send-a-smile is a simple creative idea which will appeal to both parents and children. Kids love to dress up and parents love to see their kids really happy and smiling."

Colgate Smiles brand manager, Alex Brice, added, "this is the first time that Colgate-Palmolive has used a viral marketing strategy in their communications."
The competition prizes include pre-arranged kids parties and smile-card packs.