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Colgate Total launches colour changing toothpaste.

An innovative new toothpaste with colour changing technology recently launched in Westfield Shopping Centre, Shepherds Bush, London.


New Colgate Total Proof™ turns from white to blue as it cleans so you can be confident you’ve done the job properly.

The mouth is a gateway to your overall health, so maintaining a healthy positive lifestyle is not just about keeping fit and eating well, but also ensuring that you are brushing and looking after your teeth properly too.

The launch activation, run by real world marketing agency Sense, saw over 24,000 mini samples of new Colgate Total Proof™ distributed to shoppers, as well as money-off vouchers and a competition to win a FitBit every day. The activity also featured a range of other interesting wellbeing technologies for shoppers to interact with.

“By framing Colgate Total Proof™ within the context of wellbeing technology, it gave us a really interesting territory to explore for launching an everyday product in the real world,’’ said Mariana Ranken, Senior Brand Manager at Colgate.

The launch marked the start of 14 days of mass sampling activity by Sense at targeted offices across the UK. “Our tactical teams operated across seven major UK cities surprising and delighting offices with unbranded boxes to build intrigue and engagement with Colgate Total Proof™,” said Lynsey Horsfield, Senior Account Manager at Sense.

The office sampling tour stopped at Manchester, Birmingham, Leeds, Nottingham, London, Bristol and Guildford.