MEC AND COLGATE PARTNERS EXCLUSIVELY WITH MCN TO LAUNCH LATEST KIDS' POWER TOOTHBRUSH

Colgate has unveiled an integrated campaign to promote its new toothbrush for kids, Colgate Design-it, in an exclusive deal with Multi Channel Network and their media agency MEC.

The 10-week campaign centres around a competition on Turner International channels Cartoon Network and Boomerang, where kids can win prizes including an LCD TV and Xbox with Xbox Kinnect.

Young viewers are invited to go to the Cartoon Network website to create their own Colgate Design-it toothbrush using a branded 'drag and drop' game. The game reflects the interactive nature of Colgate Design-it which allows children to personalise their toothbrush by using stickers in the pack.

The campaign launched over the weekend at Westfield Parramatta, in New South Wales. Two inflatable three-metre high toothbrushes were displayed in a designated area in the shopping centre where kids' activities were held over the two days. They included puzzles, colouring-in sheets and crafts all themed to tie in with the Colgate brand and oral care.

A sitting area was also created with a TV playing an episode of the Cartoon Network's popular shows, Ben 10 and The Powerpuff Girls. For the parents, a dentist was on hand to answer any dental hygiene questions.

A camera crew was on ground to record vox pops from parents and their children. The vox pops will be posted on a Colgate microsite housed on the Cartoon Network website.

In broadcast activity, Turner International Australia has produced a Colgate Design-it TVC featuring Ben 10 and The Powerpuff Girls. The TVC will run across the Turner network and MCN channels Arena, E!, LifestyleYOU, FOX8 and 111 Hits. A separate 30 second spot will be created to promote the competition. Turner will also produce a winner's TV spot featuring the winning toothbrush design and winner's name.

Elizabeth Minogue, Multi Channel Network Strategic Integration Director, said: "As a leader in its category, Colgate's latest innovation is a fun and interactive product that's a perfect fit for Cartoon Network and Boomerang's energetic audience of five to twelve year olds. The campaign to promote the Colgate Design-it engages kids with fun activities in settings they're most comfortable in - shopping with their parents, watching their favourite TV shows and playing games online. The activity in Westfield also allowed parents to get involved while promoting Colgate's message that you're never too young to start practising good dental hygiene."