Brush or treat: How Colgate turns brushing teeth into a multi-sensory experience

As we enter the trick-or-treat season, Colgate has unveiled a Halloween toothpaste to make traditional oral care experience more fun and engaging for consumers.

By incorporating Halloween elements into the toothpaste, this approach goes beyond traditional toothpaste offerings and adds a touch of festivity to everyday routines.

The introduction of the Halloween toothpaste aims to make brushing teeth a more enjoyable and multi-sensory experience. By incorporating festive elements, Colgate taps into the visual and tactile senses, hoping to create a sense of celebration and excitement around oral care.

The concept of integrating holiday elements into oral care products also represents a new direction in the industry. Colgate's innovative approach aims to set the brand apart from competitors, as well as opening up possibilities for other oral care brands to explore similar avenues. This shift towards more fun and engaging product experiences can help attract a wider range of consumers.

The unique toothpaste comprises a water-soluble glitter which serves a dual purpose. Apart from ensuring effective cleaning and freshness, the glitter can be used for holiday makeup, allowing consumers to embrace the Halloween spirit in a playful way.

Colgate also takes the concept further by allowing consumers to repurpose the packaging into interactive props that can serve as photo-worthy props for social media sharing. This interactive aspect enhances the overall experience and encourages consumers to engage with the brand beyond just brushing their teeth.

"Colgate's incorporation of holiday elements into its toothpaste introduces a sense of fun and novelty to oral care. The merge of functionality and fun in this seasonal product delights consumers and transforms the way they perceive daily brushing. Colgate paves the way for a more interactive and engaging approach in the Oral Care industry," said the release. 

MARKETING-INTERACTIVE has reached out to Colgate for more information. 

Don't miss: Colgate stands up against smile shaming for World Smile Day

Most recently, Colgate kicked off World Smile Day with the launch of a new campaign, #FreeYourSmile. The company planned to take a stand against smile shaming and underscore the beauty and importance of all smiles through the campaign. The region-wide campaign kickstarted Colgate’s efforts to tackle this topic for society and drive positive change.

The campaign was launched after Colgate commissioned an independent study across the APAC region to gain insights and inform initiatives to propel this movement for society to fully gain the benefits of smiling.

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