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Colgate was forced to cancel a promotion in which they promised to swap old electric toothbrushes for new ones in Waterloo on Tuesday when they were overwhelmed by hordes of personal hygiene enthusiasts. Called #BrushSwap, the event was set to run from Monday, July 8 to Friday, July 12 from 7am to 9pm every day, but was shut down one day and two hours in because they couldn't handle the madness.
But then, Phillips took advantage of the customer backlash toward Colgate and released an ad with a tagline "the best things in life aren't free." And then, publicity people at Colgate announced they'd be taking the promotion from 1,000 toothbrushes to 3,000 and opening it up country wide in Britain. And that concludes today's foray into the weird world of dental care rivalries.
· Colgate Takes #brushswap Campaign Online in a Bid to Regain Credibility [BrandRepublic]
· Abercrombie CEO's One-Man War Against the Color Black [Racked]