The launch of Colgate Plax Ice Glacial leveraged our longstanding campaign with “Mr. Plax,” portrayed by Brazilian comedian Mauricio Mereilles, to give users the jolt of confidence they need to get closer. Mr. Plax is known for disrupting any situation where someone needs a boost of confidence to introduce Plax as the solution for fresh breath.
Plax Ice Glacial’s intense icy freshness without the burn gives you the jolt of confidence you need to get closer.
Colgate Plax Ice Glacial was Rock in Rio’s official mouthwash. As part of the campaign, we partnered with Spotify and Rock in Rio, where Plax was the official mouthwash. Users were able find their musical match with others at the event. Using Spotify and Facebook concert goers could play music by the artists playing at Rock in Rio and meet other people who have the same musical tastes. For those who were going to watch the festival online, Colgate Plax Ice Glacial was the sponsor of the event streaming online in Brazil, appearing in the countdown before the start of the event.