Project Overview
Drive awareness and trial of a new flavour profile of mouthwash.
Project Commissioner
Project Creator
Team
Team ZOO.
Project Brief
Plax Fresh Tea is an alcohol free mouthwash with a pleasant and refreshing taste and a non-burning feeling.
ZOO was engaged to drive awareness and trial of this new entry in the category and encourage consumers to try Plax Fresh Tea for themselves as part of a global initiative by Colgate-Palmolive to roll out this brand in Australia.
Project Need
ZOO developed a tactical sampling campaign that encompassed outdoor experiential, in-store sampling, digital activation and online sampling.
Outdoor events were held in Brisbane, Sydney and Melbourne through mass-transit stations and at key consumer events, such as the Food & Wine show in Melbourne.
An enormous tea cup and Plax Fresh Tea bottle was produced that allowed consumers to directly engage and interact with the brand.
A sales promotion to win a trip to Japan was run concurrently to drive sales in addition to trial and awareness.
Design Challenge
Fresh Tea isn't an immediate flavour profile that people think of when reaching for a mouthwash. The product actually tastes terrific and if we could get people to just try it, they would find that out too.
Hundreds of thousands of samples were put into the hands of consumers, all of whom had a direct engagement with a brand ambassodor at the many outdoor sampling events or via online channels such as Facebook.
The campaign has been a success with a significant increase in awareness and trial of Colgate-Palmolive’s Plax Fresh Tea mouthwash and the entire allocation of samples exhausted.
Sustainability
Everything that ZOO does is governed by our sustainability policy which covers both our environmental and social performance as a business.
In summary, there are several simple ideas that we try to subscribe to and encourage our clients to participate in as well:
- energy consumption (from the offices we work in, to the way we get here, energy reduction is one of the easiest things we can do).
- materials and their source (consider who and from where we source materials, their production and delivery process).
- increase product life-expectancy (quality of materials and usage requirements)
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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