The movement that took smile care to all of Brazil.
Client
Colgate
Year
2018
Awards
AMPRO Globes Awards / Best Promotional Campaign / Gold, Best Digital Use in Live Mkt Projects / Gold, Best Integrated Communication Campaign / Gold, Best Direct Marketing Campaign / Silver GRAND PIX / SILVER
For over 90 years, Colgate has been promoting smiles in Brazil. Leader in sales in the sector, we face the challenge of going further: transforming each product into a real reason to smile.
Impact
From a promotion, we create an action for social transformation. For each Colgate product sold, another was donated to one of the 5 cities with the lowest HDI in Brazil. At the same time, we send treatment groups to the communities.
Entertain
We produced 5 minidocs with reasons to smile. We created the Sorrir Faz Sorrir machine, an activation in which each smile unlocked a product for donation. We took the campaign to more than 23 thousand POS and also to open TV.
Sell
The platform repositioned Colgate among the 10 most influential brands in Brazil, ahead of its competitors. #SorrirFazSorrir became a trending topic on Twitter and 58% of the cities' population was served during the campaign period.
Results
56m
kits doados
22%
crescimento em vendas
Sorrir Faz Sorrir
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