Dental program background
Colgate Australia’s program funded much-needed dental treatment for disadvantaged children. Dentists volunteered their time to treat the children via the program’s website. Branding such a program is critical to success – a clear branding strategy achieved high levels of credibility and brand recognition.
The logo needed to clearly be about children and their teeth – encouraging dentists to sign up to the program and donate their time to treating the children. We created and produced an unusual Media Kit for journalists – a branded box which held both a small sample of product, together with information about the program.
We also designed the website – the main consumer focal point for the campaign, allowing dentists to find out information and sign up to the programme, whilst also reinforcing Colgate’s over-arching message – the 4 steps to maintaining a healthy mouth.