Challenge:

• To sustain and further strengthen Colgate’s image as a caring corporate citizen
• To identify viable platforms as show-proof of Colgate’s charitable contributions

Objective:

• To position Colgate as the “caring” brand

Strategy:

• Essence communication organised a structured combination of community-driven approaches while creating business opportunities for the toothpaste brand.

Results:

• Over 30 clippings, 2 TV spots starting from August 8, 2009 - October 28, 2009 amounting to RM4.0 million in PR Value (recorded as at October 28, 2009)