New Season, New Toothbrush

Colgate is a global leader in oral care, with a strong presence in Armenia. Despite strong brand equity and high toothpaste sales, toothbrush sales in Armenia remained low, with consumers replacing brushes only once a year—far from the recommended quarterly change. Colgate Armenia aimed to increase sales and educate consumers on proper oral hygiene, especially around toothbrush replacement habits. 

Objective To grow the toothbrush segment and promote a regular 3-month replacement cycle, Colgate Armenia launched a national awareness campaign tied to seasonal change.
Strategy & Creative Idea
The insight was simple: align toothbrush replacement with the four seasons. This led to the creative platform: "New Season, New Toothbrush." The idea aimed to form an intuitive habit among consumers by linking it to an already familiar cycle.
Implementation
The campaign focused on influencer marketing across Instagram, Facebook, and TikTok. Each season, curated family packages and brand messages were sent to nano and micro influencers, who shared authentic content reflecting their lifestyle.
AI tools were used to analyze tone of voice and audience overlap to ensure maximum reach without fatigue. 

Throughout the year, more than 400 influencers (nano to celebrity level) participated with unique seasonal scenarios. A notable collaboration featured the Deputy Director of Armenia’s Hydrometeorology Centre, who reminded his audience about toothbrush changes during his widely followed seasonal weather updates.
Results
+35% annual growth in the number of toothbrushes sold
+10 percentage points in market share
30M+ views in a country of 3M
400+ influencers activated
90% nano/ordinary users shared campaign content
User comments repeated campaign messaging organically, demonstrating high recall and engagement. The Armenian campaign attracted attention from Colgate Global and is now set as a benchmark for other markets.
Conclusion
By blending education with habit-forming cues and authentic digital voices, this campaign not only drove measurable sales growth but also reshaped consumer behavior—proving the power of culturally relevant, influencer-led strategies.