Colgate brings whitening power to HK tea drinks

Whitening toothpaste brand Colgate Optic White has teamed up with Taiwan’s premium tea boutique Chicha San Chen (吃茶三千) to unveil the "dental-grade teeth whitening lab” pop-up activation. 

The collaboration develops on Colgate Optic White, offering a whitening toothpaste series for Hong Kong urbanites who enjoy artisanal tea but worry about tea stains. The hero product contains 5% hydrogen peroxide (HP), which can break down deep, stubborn tea stains within the enamel and help prevent new ones. This allows tea lovers to enjoy their drinks while maintaining a bright smile through their daily oral care routine.

Through this pop-up activation, Colgate Optic White aims to provide citizens with a premium lifestyle experience where they can indulge in artisanal tea while experiencing the unmatched stain-fighting power of HP, effortlessly maintaining a dental-grade, bright smile at all times.

To bring the "teeth whitening and brightening" concept to life, Chicha San Chen has created an exclusive limited-edition drink called "Optic White green tea with mist foam”. It will be available across all 17 Hong Kong branches from 5 June to 4 July. With Colgate Optic White's dental-grade whitening protection, tea lovers can enjoy premium brews without worry while keeping a bright smile.

Beyond the limited-edition drink, Colgate Optic White has extended its presence to all Chicha San Chen branches across Hong Kong. Using a bold red-and-white colour scheme, each branch features statements such as "Hong Kong fentists" most preferred whitening ingredient" and "the truth of teeth whitening." The modern visual design has created a "dental-grade whitening lab" atmosphere throughout the tea space.

From ordering at the counter to relaxing in the seating area, shoppers will encounter tabletop displays at every touchpoint, featuring an exclusive, refined aesthetic tailored for urbanites down to the finest detail.

To reward tea enthusiasts, Colgate Optic White and Chicha San Chen are rolling out an array of whitening surprises during the limited-time run of the pop-up activation. Shoppers who purchase the exclusive crossover drink will receive a complimentary full-sized Colgate Optic White Pro series whitening toothpaste. Furthermore, a purchase of any beverage at Chicha San Chen will come with an exclusive discount voucher for Colgate Optic White, designated whitening toothpastes. This voucher is redeemable across major physical stores and online shops.

To transform the "Bright smile with a sip of fine tea" philosophy into an interactive experience, the two brands will host a "dental-grade teeth whitening lab" pop-up from 19 to 25 June at five Chicha San Chen branches across Hong Kong. Visitors can get a free "Optic White green tea with mist foam" drink by following both brands on Instagram, buying any beverage at a designated branch, taking a photo with a red Colgate element, and posting it with the hashtags. After staff verification, participants receive one free drink. A total of 500 drinks will be given away, with 100 per branch on a first-come, first-served basis while stocks last.

MARKETING-INTERACTIVE has reached out to Colgate for more information. 

Don't miss: Colgate turns HK café into ‘Teeth whitening lab’ pop‑up

Back in April, Colgate launched an immersive campaign for its Optic White brand, converting a café in Hong Kong’s Tsim Sha Tsui district into an immersive pop‑up experience designed to explain the science behind professional teeth whitening.

As part of the campaign, local Canto‑pop singer Kaho Hung was invited to act as “one‑day store manager” on 18 April. Known for his signature “zero‑distance” bright smile, Hung led guests through a sensory journey of coffee and professional whitening excellence, sharing how he maintained a camera‑ready, bright smile amidst his hectic schedule using this dentist‑preferred whitening solution.

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Colgate turns HK café into ‘Teeth whitening lab’ pop‑up