Colgate-Palmolive Unveils Collect Your Cricketer Campaign

Mumbai, November 27: | Updated: Nov 28 2002, 05:30am hrs
In a bid to promote its flagship brand Colgate Dental Cream, Colgate-Palmolive (India) Ltd has launched its Collect Your Cricketer promotion. The company claims this to be the first ever miniature collectibles of Indias top cricketers.Commenting on the launch, Colgate-Palmolive (India) executive vice president (marketing) Vikram Kaushik said, We expect the miniature cricketers to be very popular among consumers as they strive to collect a complete

team. He further added, By encouraging children to exchange their cricketers and build their very own collection, the Colgate Collect Your Cricketer promotion backed by Indias top cricketers, will further strengthen loyalty for Indias number one brand, Colgate. Everyone gets the opportunity to indulge in the nations number one passion and everyone is the winner. Every successful promotion leads to a 20-25 per cent growth in sales volume and in line with that we are also expecting a similar growth, he said. Building on the momentum of the launch of the Best Ever Colgate Dental Cream with calcium and minerals, the Colgate Collect Your Cricketer promotion leverages the popularity of exchanging personal collections by fans, especially children and teenagers. It works on a very simple concept one miniature collectible of a cricket hero can be found in every Colgate Dental Cream pack.

The aim is to build a collection of figurines from packs of Colgate Dental Cream or swapping with friends.