17M+ impressions
Colgate · Maximum Cavity Protection relaunch
- Client
- Colgate
- Market
- Zambia
- Sector
- Oral care
- Objective
- Awareness
309%of the impressions goal
The challenge
Colgate relaunched Maximum Cavity Protection in 2026 with 24-hour protection from a calcium and fluoride dual defence. In Zambia the job was to explain the upgrade simply, build awareness among families and give people a reason to try it.
Get Zambian families talking about 24-hour cavity protection.
How we ran it
We worked with five Zambian creators, led by moms and lifestyle voices families already trust.
The campaign ran in phases. Teasers had people spotting a mysterious red truck and scanning its code to Scan, Smile, Submit. Then came the reveal, family routines, World Oral Health Day and in-store shopping trips. Performance media carried the strongest posts across Lusaka, the Copperbelt and beyond.
Creators 5 creators, 51 posts
The creators
Lifestyle creator
The strongest performer of the campaign, with one post reaching 1.3 million people.
Lifestyle creator
Delivered the biggest single post on Instagram and led the campaign on Facebook.
Lifestyle creator
Led TikTok, with a post that engaged 11.6% of the people it reached.
Mom creator
Brought MCP into real family moments and in-store shopping trips.
Mom creator
Shared everyday motherhood with Colgate as part of the routine.
Results against benchmark
Zambia met the new MCP with open arms. The campaign passed 17 million impressions, three times the goal, organic posts reached 5.9 million people, and World Oral Health Day alone reached 2.2 million. The comments were warm thank-yous and plans to try it.
- 17M+impressions
- 309%of the impressions goal
- 5.9Mpeople reached organically
- 121%of the engagement goal
- ZAR315kadded PR value
More work
All work439%impressions vs benchmark63×below the CPC benchmark
22× link clicks vs benchmark
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