Colgate company exists for more than 2 centuries and has been producing toothpaste since 1873. As part of the mission of taking care of health and quality of life of the population, the company implements social projects aimed at emotional contact with the audience through positive emotions, recalling as a smile expert that every minute there is an occasion for being happy and laughing. One of the most relevant and positive insights of girls, as well as of the more adult female audience, is the childhood dream of meeting a prince on a white horse in a literal or figurative sense, and feel like a princess. Based on this insight appeared a great idea of the project which received broad both real – in the streets of Russian cities -and virtual geography – in media and social networks. Road Show Сolgate “Prince on a white horse or in search of a princess #princess_opticwhite” lasted for almost a year in the Russian cities and in December the Prince has finally met his princess with a snow-white smile.
More than 100 publications in the media (including on Radio and TV), more than 10 million posts with a prince on a white horse with a hashtag #Princess_opticwhite, # princeonthewhitehorse and #price_inthecity, more than 20 million contacts with audiences across Russia, hundreds of thousands of smiles and positive emotions, respect and joyful faces of the representatives of police, city halls, city services and citizens;)