In the competitive fast-moving consumer goods (FMCG) sector, Colgate Palmolive is far and away Australia’s most trusted brand. Their initial brief to Reborn was to reinvest that consumer capital in existing product education and new product introductions. We’ve been doing so now for more than three years across the full breadth of the company’s detergent and oral care product lines.

Right out of the gate, Reborn and Colgate Palmolive launched a digital marketing campaign to promote Cuddly fabric softener. With almost little media budget, the campaign still exceeded traffic expectations, was recognised in AdNews and, ultimately, set the stage for one of Reborn’s longest running, full-service client partnerships.

Existing product education

As with Cuddly, Reborn’s approach to promoting established Colgate Palmolive brands like Dynamo, Fab and Fluffy involves content-rich educational websites and strategies. With a focus on distinguishing categories across ranges and products within categories, these engagements require significant interface with brand teams across Colgate Palmolive to ensure product positioning and points of difference are accurately communicated.

"Loyal Colgate Palmolive consumers are educated consumers," says Sabir, co-founder and managing director at Reborn. "They’re also brand champions and influencers, so our strategy is to provide them with the information they need to make product choices, and a brand experience they’re proud to recommend."

That experience is bolstered by contextual and user-generated content, including reviews, guides, tips and advice—both directly and indirectly related to Colgate Palmolive products.

"The lineup of educational websites we’ve developed for Colgate certainly draw upon each other’s strengths, and there is a consistent use of animation and illustration across them," says Reborn Senior Developer Cooper, "but we’re working with individual brands so we take a fresh approach to each. We’ve developed a framework for Colgate products, not a web kit."

New product introduction

It’s a framework we have built upon significantly to create digital marketing campaigns for Colgate Palmolive new product launches, including Colgate Max Fresh, Colgate Wisp, Dynamo To Go, Fluffy Ultra Fragrance Temptations and Palmolive Naturals Nutra-Fruit.

"With new product launches, we’re obviously canvassing new and existing consumer audiences," says Sabir. "Existing Colgate consumers offer us a particularly interesting challenge, though, because of how loyal they are. They’re happy with the products they use, and they aren’t looking for a change—not even within the same brand."

Just for kids

When Colgate Palmolive told us they wanted to launch a consumer education campaign to teach kids the importance of changing their toothbrush regularly, Reborn pushed our framework even further to create the Invisible Nasties Germ Invasion game. Our in-house animators brought to life Colgate’s nasty cast of characters—Dusty, Flush, Snozzer and Flakey—illustrated germs based on the unfortunate real ones that toothbrushes collect. While ‘brushing’ away as many nasties as they can in 60 seconds, kids also receive important messages about dental health and quick tips to help make real brushing easier and more fun.

"Being one of Colgate’s preferred digital agencies in Sydney is such a privilege," says Sabir, "and we’re just really proud to have earned the brand’s trust and additional business across product divisions over time, from detergents to oral care. What began with a social media strategy for Cuddly two years ago has become a long-term partnership that’s endlessly rewarding. When Colgate Palmolive needs digital creative, they call us."