Back to School Colgate Activation

During the January 2026 back-to-school period, Colgate Triple Action 50 ml sales were accelerated through a fully managed, insight-led in-store campaign supported by our trade media branding boards. The objective was to capture shopper attention at the point of purchase and convert high seasonal footfall into measurable sales uplift.

We took responsibility for end-to-end campaign management, from planning and coordination through to in-store execution. Our trade media BrandingBoards played a central role, ensuring consistent visibility across participating stores and reinforcing the promotional message exactly where purchase decisions are made.

At Makro, the campaign was anchored by a Spin ‘n Win activation. This mechanic was deliberately chosen to increase dwell time and interaction, turning a routine shopping trip into an engaging experience. The activation drew shoppers into the oral care aisle, encouraged trial, and created a sense of excitement around a competitively priced essential product during a high-pressure back-to-school shopping window.

In parallel, Masscash (Jumbo stores) ran a clear, value-driven offer: purchase the product and receive a free shrink. This simple mechanic appealed to budget-conscious shoppers and families stocking up on school essentials, reinforcing Colgate’s relevance as a trusted, everyday brand while offering immediate, tangible value.

The strength of the campaign lay in the combination of engaging activation and straightforward promotional incentive, unified by strong in-store branding. By tailoring the mechanics to each retail environment while maintaining consistent trade media presence, the campaign maximised reach and effectiveness across different shopper missions.

The result was an excellent overall performance, with strong shopper engagement and increased sales during a critical retail period. More importantly, the campaign demonstrated the power of well-executed in-store trade media, supported by the right promotional mechanics, to drive real outcomes at shelf when it matters most.

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