Despite being a leader in the space, the time had come for Colgate’s Max Fresh to have a refresh of its own. This time the aim was to appeal to a younger crowd; the netizens of Pakistan. But how would we reach this decidedly difficult audience?
We decided that the best to attract young customers was to tackle a problem that many of them face on a daily basis; trolling. Trolling is the digital version of bullying and the online world is rife with it, especially Social Media.
To counteract this online problem, we decided to connect Max Fresh’s refreshing coolness with the ability to react coolly to trolls using the tagline ‘Apne iradhay refresh karo/ Refresh your thinking’.
For the new campaign, we created an integrated Marketing Communication, including Key Visuals, a TVC with extension content for digital, as well as in-store communication.