COLGATE TOTAL
The Strategy
Leveraged OTT and in-game activations at the 2025 Big EAST Men’s Basketball Tournament—held at Madison Square Garden—to amplify the launch of the Colgate Total Action Prevention System.
National Exposure
Featured 30-second commercial placements across premier sports networks—including CBS, ESPN, TruTV, TBS, ESPN2, Fox Sports, TNT, and CBS Sports Network—during comprehensive game coverage. This robust media presence reached highly engaged sports fans, surpassing delivery goals with an impressive 101.10% fulfillment.
The Total Court Challenge
Fans were invited courtside for a high-energy, Colgate-branded challenge—racing against the clock to complete a basketball and oral care obstacle course on the Madison Square Garden hardwood. Contestants repped custom jerseys, handled oversized Colgate props, and competed for product prizes and bragging rights.