To unveil Colgate Sensitive Pro-Relief—a new toothpaste designed to reduce the pain of teeth sensitivity—Colgate-Palmolive Canada invited members of the dental profession to a product launch at Sassafraz on Monday featuring a presentation led by celebrity dentist Dr. William Dorfman and a product demonstration, dubbed the "cold water challenge," conducted at an ice bar.
"From our thinking, [Dr. Dorfman] is well known, he's worked on some of the brightest smiles in Hollywood, and, having worked on Extreme Makeover, he's seen everything," said Maricel Dicion, account executive with Cohn & Wolfe, which planned the event on behalf of Colgate Canada. "Because he's well known and he's a credible source, we felt it was an effective way to deliver what we wanted to tell them."
The event drew about 70 guests, including dental professionals and health and lifestyle editors. Dr. Brian Feldman, director of professional relations for Colgate, and Dorfman led a 15-minute presentation outlining the benefits of the toothpaste, designed to act like a protective seal against sensitivity. The company is also launching a new in-office polishing paste, available to dentists.
Following the presentation, attendees had the chance to test the toothpaste for themselves at two Colgate-branded ice bars, designed by IceFX. Two dental hygienists assisted in applying the product before inviting participants to take the cold water challenge by drinking a glass of iced water to test the product's effectiveness. "We wanted to make it fun, which is why we had the ice bars here. It fits in because cold food and drinks are one of the major triggers [for people with sensitive teeth]," Dicion said.
