Colgate's New Oral Care Chewing Gum
 
The toothpaste that's always "recommended by dentists" is coming up with a new line of oral care chewing gum. With its scientific backing, Colgate is pushing for a gum that can serve as a toothpaste that will make your teeth stronger and better. 

 

Problem: Create an entire brand image that would engage younger consumers living the hustle and bustle of everyday life. At the same time, make a deeper connection with a target market - which means moving away from the "too medical", "too serious" brand perception that others see Colgate as today.

Solution: I created a new gum called Vibes because of the freshness it gives. One can't help but to have good vibes and a sense of confidence. With the tagline "get into the fresh", it also serves as a pun for both the experience in the mouth and the lifestyle it offers. As"fresh" also means , it allows consumers to keep up with the current, latest trends in the media.