This Sensitive Teeth Demonstration Involved Exotic Ice Cream Flavors
Alyson Wyers — June 16, 2014 — Marketing
References: colgatesensitiveprorelief & psfk
As part of an interactive marketing campaign, Colgate created exotic ice cream flavors to test the effectiveness of their toothpaste for sensitive teeth. The toothpaste manufacturers teamed up with the 'architectural foodsmiths' at London's Bompas & Parr to see how well Colgate's Sensitive Pro-Relief Toothpaste stands up to the unusually flavored ice cream.
The sensitive teeth test involved participants inventing interesting flavors with ingredients like chili peppers, hot sauce and vinegar with liquid nitrogen. The point was to create concoctions that would trigger tooth sensitivity by being hot, cold, acidic or sweet so the toothpaste could really be put to the test.
The demonstration branches out from Colgate UK's Instant Relief Challenge, where customers can try the product with a money back guarantee.
The sensitive teeth test involved participants inventing interesting flavors with ingredients like chili peppers, hot sauce and vinegar with liquid nitrogen. The point was to create concoctions that would trigger tooth sensitivity by being hot, cold, acidic or sweet so the toothpaste could really be put to the test.
The demonstration branches out from Colgate UK's Instant Relief Challenge, where customers can try the product with a money back guarantee.
Trend Themes
1. Experiential Marketing - Colgate's interactive marketing campaign using exotic ice cream flavors to test effectiveness of toothpaste for sensitive teeth is an innovative and engaging experiential marketing strategy.
2. Sensory Branding - Using unusual flavors and ingredients to test a toothpaste for sensitive teeth is a unique sensory branding approach that engages customers in a memorable way.
3. Innovative Product Testing - Partnering with food experts to create exotic ice cream flavors that might trigger tooth sensitivity and test the effectiveness of a toothpaste is an innovative product testing method that could inspire new product testing strategies in the consumer goods industry.
Industry Implications
1. Consumer Goods Industry - Colgate's innovative product testing strategy using unusual ice cream flavors could inspire similar product testing approaches in the consumer goods industry to help test new products effectively.
2. Food and Beverage Industry - Collaborating with food experts to create unique flavors and ingredients to trigger tooth sensitivity could lead to innovative flavor and ingredient pairing discoveries within the food and beverage industry.
3. Marketing and Advertising Industry - Colgate's experiential marketing approach to product testing could inspire new approaches to marketing and advertising in the industry, by focusing on creating engaging and memorable experiences for customers.
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