Clean the Comments
Reading and writing “comments,” has become part of the surfing culture all over the world, and especially in Israel, where millions of talkbacks are written each day. Sometimes the language gets a little salty and no doubt offensive to some. That’s why, when Colgate requested that Y&R Tel Aviv launch the new toothpaste, Colgate Professional Clean, via the Internet, they decided to leverage the brand’s innate “cleaning capability.”
They prepared an innovative banner that opens up on top of the comments, and uses toothpaste strips to clean up the talkbacks. The white lines covering the dirty words were saved in the comments, and the banner appearing underneath the comment read: Colgate Total Professional Clean Keeps Your Mouth Clean. In addition, the white strips of toothpaste, which appeared in the comments headlines, acted as teasers and attracted the surfer to open the comment. As more comments were “cleaned,” more teasers were created.
2,000,000 surfers exposed themselves to the campaign and saw the message.