The Colgate Optic White Professional device was breakthrough way to whiten using a new type of ionic technology. To highlight this for professionals, we created videos that showed the way the device worked and specifically the way the technology worked. (Seen below)
In addition to the videos, we created an entire sub-brand identity for the device. We created a large array of tactics to reach out to both professionals and consumers, even securing ad space in a wrap on People Magazine. We also created a mirror clingzy that dental professionals could affix to mirrors in their offices.
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