Colgate Max White Ultimate participated in Athens Exclusive Designers' Week
Colgate Max White Ultimate, the first whitening toothpaste, directly intertwined with the glamor of the fashion world, participated in Athens Exclusive Designers’ Week (AXDW).
We targeted the event’s exclusive audience – models, designers and influencers – with the aim of turning them into “unofficial” brand ambassadors. We thus created a landmark stage which, apart from high visibility, was at the same time an Instagrammable hot spot. Taking advantage of the intense activation of this audience on social media, the branded space we created emerged as a reference point for the event on many levels, with native posts and photographic and television reports, highlighting the product and connecting it directly to AXDW.