Colgate Total: digital • print • social • retail

Colgate Total fights the 80% of germs that live in other parts of your mouth, beyond your teeth. The Dirty Brusher campaign educated people about the germs other toothpastes miss and encouraged them to switch.

Street interviews captured people's reactions to finding out how many germs their toothpaste misses.

Print made switching brands an exercise in empowerment.

Shoppers could use a treated strip to find out how many germs were in their mouth.

We cross-promoted toothpaste with other Colgate-Palmolive germ-related products.

Online advertising was tailored to the specific sites on which it ran.