Colgate-Palmolive (India) Ltd. has unveiled an exciting and whimsical campaign that centres around the theme of morning mishaps. In a lighthearted approach to morning sleepiness, Colgate MaxFresh underlines the idea that when we’re in a state of drowsiness, we often stray from our normal behaviour and make unintentionally funny blunders.
The ad unfolds with a groggy doctor walking in with a bed attached to his back to represent how he has still not fully woken up. Due to his grogginess, he makes a lot of funny goof-ups which surprise everyone around. The senior nurse comes to his aid by offering him the new Colgate Maxfresh with unique cooling crystals, which refreshes him; post which he feels fully awake and ready. This quirky message emphasises the importance of morning wakefulness to ensure you start the day goof-up free.
The latest campaign coincides with the product relaunch of the Colgate MaxFresh toothpaste that uses advanced technology, delivering a cooling effect lasting 10 times longer for consumers.
Anaswar Rajagopal, the Director of Toothpaste (Family & Equity) Marketing at Colgate-Palmolive India, shared that the campaign was inspired by the notion that people don’t feel like themselves when not fully awake. During such moments, he noted that individuals tend to make amusing mistakes, such as entering an elevator without selecting the desired floor, forgetting car keys after locking the house door, or sending lengthy emails without attaching the necessary files.
Rajagopal further added that Colgate MaxFresh acknowledges these situations and readies individuals for a mistake-free morning. The toothpaste instantly provides a burst of intense freshness, awakening the senses for a lively start. He stated, “With this ad film, we wanted to create exaggerations of possible slip-ups to drive home the message that brushing with Maxfresh gives you a jolt of morning freshness that makes you alert and wakeful.”
Juneston Mathana, WPP at CP, discussed the campaign, “The last thing that needs to be a part of our morning routine is sleep. Sleepy mornings often end up becoming a recipe for goof-ups. We’ve all experienced it and probably also find it funny later. So when the idea of a person carrying his bed like a backpack was floated around by Priyanka Patyal from my team, we all woke up from our creative slumber. Even Harshad & Kainaz knew we had cracked it for Colgate MaxFresh. The toothpaste with cooling crystals that kick the sleep out of you. Directed by Ayappa, this one is pure functional and pure fun.”
Colgate MaxFresh is known for its commitment to delivering superior and innovative oral care products. This unique campaign not only highlights the brand’s dedication to freshness but also serves as a reminder of the positive influence it can have on individuals, even in the most demanding circumstances. The toothpaste promises to be the perfect companion to ensure that your mornings are goof-up free and your day starts with a burst of refreshing energy.
