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There’s Something In Your Tweet

Posted September 10, 2013 3 Comments

Colgate-Palmolive and Toronto-based UNION team up to remove food, social embarrassment.

UNION and Colgate-Palmolive have launched a Twitter-based campaign called, “There’s Something In Your Tweet,” to support the introduction of the new Colgate* Slim SoftTM/MC toothbrush in Canada.

The campaign includes a first-of-its-kind service that puts Twitter to a completely new use: anonymously alerting people to food stuck in their teeth, sparing friends the embarrassment of pointing it out themselves. The message draws attention to the Colgate* Slim SoftTM/MC toothbrush’s 17x slimmer tip† tapered bristles which provides 6x deeper reach‡ to help remove stuck food between teeth. Colgate* Slim SoftTM/MC toothbrushes also have 35% more bristles than an ordinary toothbrush that provide a unique mouth feel while brushing.

“Having food stuck in your teeth is so embarrassing,” Lance Martin, Partner and Executive Creative Director at UNION says, “but it’s only half of the embarrassment equation. Having to tell someone they’ve got a huge piece of spinach stuck can be pretty awful too. To avoid embarrassment for everyone, the Colgate SlimSoft brush helps take care of the food and the There’s Something In Your Tweet campaign takes care of pointing it out.”

A National Politeness Survey conducted for Colgate-Palmolive by Ipsos confirms this, with more people wanting to know about food stuck in their teeth than willing to tell others about it.

The service allows users to enter someone’s Twitter handle or email address and select from a variety of options ranging from popcorn to “super-healthy kale” for what’s stuck. A message is composed and sent and both sender and recipient receive a $1-off coupon for a new Colgate* Slim SoftTM/MC toothbrush.

“This campaign is a fun and relevant way for Colgate to interact with consumers while driving awareness for our new Colgate Slim Soft toothbrush innovation,” says Samantha Boulukos, Vice President of Marketing at Colgate-Palmolive Canada Inc.

To complement the service, the campaign also includes media appearances by Anna Post, etiquette expert and great-great-granddaughter of Emily Post, online banners, and postings in restaurant washrooms, where embarrassed Twitter users can secretly alert their tablemates. A booth at the film festival IT Lounge Portrait Studio will give visiting celebrities a new Colgate* Slim SoftTM/MC toothbrush to keep their smiles red carpet-ready.

Visit www.colgateslimsoft.ca to experience the fun.


Colgate Slim Soft – There’s Something In Your Tweet
Advertising Agency: UNION, Toronto, Canada
Executive Creative Director: Lance Martin
Senior Art Director: Glen D’Souza
Senior Copywriter: Mike Takasaki
Designer: Emmanuel Obayemi
Agency Producers: Jennifer Dark, Julie Riley
Group Account Director: Cheryl McKenzie
Account Supervisor: Daniella Casasanta
Planner: Andrew Carty
Director of User Experience: Eric Sorensen
Community Manager: Alex Avendaño
Developers: Orange Sprocket

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  1. Colgate avisa pelo Twitter aquele seu amigo que tem comida presa nos dentes (!) - Blue Bus says:

    [...] Sabe aquela situaçao constrangedora quando um amigo ou colega de trabalho está com algum resto de comida entre os dentes e você fica sem jeito de avisar? A Colgate quebra o galho. A marca acaba de lançar a campanha ‘There’s Something in Your Tweet’ (‘Tem Alguma Coisa no seu Tuite’, brincando com as palavras ‘Tweet’ e ‘Teeth’, que significa ‘dentes’ em inglês). Basta entrar nesse site, indicar o username da pessoa em questao e escolher, entre uma ampla variedade de opçoes, o tipo de comida que está preso nos dentes dela. Pronto – a Colgate envia a mensagem de forma anônima e tanto o ‘denunciante’ quanto o ‘denunciado’ ganham um cupom de USD 1 na compra de uma escova Slim Soft. Praticamente um serviço de utilidade pública :-) A criaçao é da Union, de Toronto, Canadá. Saiu no Glossy. [...]

    Posted September 11th, 2013 @ 9:46 am
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