To launch their new Charcoal toothbrush with black bristles, Colgate engaged with online bloggers to build the curiosity using #WhatTheBlack.
Key opinion leaders received a black item every day (eg: black paper mug, etc). They didn't reveal the brand name till the end and blogging contests were held on Blogadda where the winners received attractive gifts. The campaign was successful by simple use of storytelling.
Conceptualized by Red Fuse Communications
Executed by Candid Marketing
#Colgate #ColgateCharcoal #WhatTheBlack #UnderTheSheets