Colgate's aim was to increase sales of its Total Advanced Clean toothpaste and position it as the primary choice for people who care about oral health. Its key target audience was premium women aged 30 - 49 years. Colgate wanted to understand and address the health issues that concern real women and use the campaign to position itself as an agenda setter in the field.

Colgate wanted an innovative, cross media campaign that would raise awareness of its Total Advanced Clean brand and that would centre on the health concerns of real women.

An innovative, cross media campaign interwove Colgate's marketing message with exclusive editorial and was designed to cut through the clutter of other health and beauty content. To reach the widest possible audience, the campaign spanned the Guardian, The Observer and guardian.co.uk and continued over the course of two months. All print activity drove readers online to the Colgate Total Advanced Clean microsite. This centred on a series of stylish videos filmed at the Sanctuary and presented by Emily Woodward, and featuring expert interviews and on-the-street vox pops.

An effectiveness test conducted on GNM's Brand Aid panel showed that the campaign raised awareness of and favourability towards Colgate Total Advanced Clean. After seeing the content, consumers were 10% more likely to say they would buy the brand, and more likely to choose it over other leading toothpaste brands. The microsite was hugely successful, delivering 49,000 page impressions to 28,000 unique users, with a higher than average dwell time. 2,000 people entered the competition allowing Colgate to capture valuable customer data.

The campaign was highly successful at driving traffic to Colgate's site. Before the microsite launched guardian.co.uk delivered no traffic to colgate.co.uk; by the end of the campaign, it was the sixth biggest traffic driver to Colgate's site.