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The One To Keep

In 2023 Colgate launched a redesign of Colgate Keep, a toothbrush with long-lasting aluminum handle, interchangeable brush heads and 80% less plastic a toothbrush made to last. But in a category where most of the choices are done on autopilot, the brand needed to stand out from competition.

2023 Featured in:
Ad Age, LBB

Inspired by the insight that a relationship starts to get serious when you leave a toothbrush at your significant other's place, we created a limited-edition toothbrush to help this step towards commitment easier. During Valentines’ Day Colgate launched “You’re the One to Keep”, a special edition toothbrush with uniquely engraved love messages for the one you want to keep. A Valentine’s gift made to last as long as your relationship.

We sent the limited-edition Colgate Keep to major European influencers across Italy, Portugal and Spain. A guerrilla activation to spread our message and help couples share their love. Each kit included a special toothbrush, with laser-engraved love messages on the handle, and a customized packaging design for Valentine’s Day. Everything you need to say when things are kinda-sorta-getting-serious, and you start thinking that they’re a keeper.

Featured in AdAge, LBB and others.

AnaMagalhaes

Hi! I make ads, products, exhibitions, paper props and great travel plans.
I am a Portuguese Creative Director in NYC, with a background in Design, Art Direction and Curatorial Studies. I have lived, studied & worked in Lisbon, Barcelona, Helsinki, Hamburg and New York.

Creative Director

Brooklyn, NY
Currently VML New YorkBefore Y&R Lisbon, Korefe Hamburg, Lowe Lisbon

Contacts

(+1) 646—299—2508
magalhana@gmail.com
Travel photo @petitemagalhaes
Side project @pinhatacolada

Clients

All Nippon Airways AXE Babybel BMW Colgate Goldfish Google Mini New Balance United Nations Vespa