The Challenge
Is your breath Max Fresh?
To create an exciting and innovative launch campaign that effectively demonstrated the product and its mechanic- “A whole new level of freshness”. To create a buzz around the product amongst a target market of 18-34 year olds through a variety of different sampling tactics, and to communicate superior freshness with innovative delivery.
What we delivered
Over the course of 3 weeks, several Max Fresh team members, in 3 major centres in New Zealand, would distribute over 75,000 tubes of toothpaste and flyers to the general public.
Targeting Westfield shopping malls, we were able to hit a select group of patrons already out to shop with their spending hats on. The corporate blitz campaign allowed the team to distribute the product amongst the corporate and office world. The final arm of our strategy was to hit busy inner city streets, and distribute Max Fresh to a large and diverse number of inner city workers, shoppers and residents. These inner city streets were the very busiest in New Zealand: Queen St (Auckland), Cashel St Mall (Christchurch), and Lambton Quay (Wellington), as well as the surrounding areas and intersections. Again these city street blitzes were hugely effective, many thousands of mini sized tubes of Max Fresh were distributed to a huge variety of people in the general public. University students, young professionals, office workers, retail workers, and general shoppers were all canvassed in this very popular campaign.
The Max Fresh team was dressed in a uniform that conveyed the vibrant nature of the product and worked in with the ATL campaign. The uniforms proved to be an extremely popular talking point throughout the entire campaign. Many people commenting on both their practicality (in the cold), and the way the uniforms made us stand out in the crowd. As usual Brand Events also delivered a highly visible promotional vehicle to go on the road with the team, we even installed a vibrant flashing light, to attract people from all directions!
Throughout the tour we linked in with the ZM radio network, who also participated in the sponsorship of a speed dating evening, which was the last date for the whole campaign throughout the nation. The speed dating night was a great success, and a great variety of people turned up to the Metropole Lounge, in Parnell, Auckland.
The Max Fresh tour was a hugely successful for Colgate, and it resulted in an internal marketing award for the brand manager that dealt with us here at Brand Events!
