Colgate has re-launched its multi-benefit toothpaste Colgate Total with a new proprietary DZA formula that provides superior protection not just to the teeth, but to the whole mouth. The New Colgate Total helps fight germs on teeth, tongue, cheeks, and gums for up to 12 hours, thereby offering a complete oral care protection.
To spread awareness for the new relaunched product, the overall campaign theme is that of an 'Upgrade' since consumers today upgrade every aspect of their life when there is a better solution available, however when it comes to oral health they are still thinking only of teeth. The new Colgate Total, therefore, encourages one to 'Upgrade to Whole Mouth Health'
Taking from the campaign theme of oral care 'Upgrade to Whole Mouth Health’, the brand is set to launch a fun addition in the form of a parody with the objective of making oral care related conversations more enjoyable and engaging conversation for the consumers. For this, Colgate has got on board some of the most relevant yet fun opinion leaders like The Singing Dentist - a UK-based dentist named Milad Shadrooh known for making parodies of popular songs to make dentistry fun, celebrity trainer Yasmin Karachiwala, actor and stand-up comic Manish Paul, and actress Pranita Subhash.
As a part of this campaign, The Singing Dentist has for the first time attempted a famous Bollywood number in his quintessential, witty parody style to underline the need for ‘whole mouth health’, which Colgate Total guarantees.