Colgate-Palmolive has pushed out a new brand campaign for Colgate Total titled "Made for greatness", which follows climber and Academy Award-winning filmmaker Jimmy Chin, as he attempts a highly arduous mountain climb. The campaign launches in Thailand today with a progressive rollout across Singapore, Malaysia, Australia and New Zealand within the next few weeks. Done in collaboration with WPP's Red Fuse, the campaign also includes integrated communications across out-of-home, digital and eCommerce, and in-store displays.
Lyndon Morant, regional marketing director - integrated marketing communications, Colgate-Palmolive said now more than ever, people have a stronger resolve when it comes to the world becoming a better place for all.
"This campaign really shows a turning point – not just for Colgate Total – but for the category as a whole that we can move into a broader, richer territory to connect with people in a way that our category hasn’t done before. Greatness is about demanding more every single day, and that’s the exact attitude we bring to Colgate Total," Morant said.
Meanwhile, Chin said he felt a sense of connection to this idea of how one defines greatness. "I am inspired by those who challenge their own limitations. For me, to strive for greatness is a personal journey. You have to demand more from yourself and you have to push your limits. I believe it’s what’s inside that makes you great," he added.
This new spot comes shortly after Colgate recently unveiled its new brand campaign in Malaysia titled #SMILESTRONGBERSAMA (#SmileStrongTogether). With this campaign, it seeks to champion positive change within the community particularly during uncertain times. The champions of optimism leading the campaign include: CEO of Biji-Biji Initiative Juliana Adam, CEO and founder of YouthsToday.com Jazz Tan, founder and executive director of Refuge for the Refugees Heidy Quah, and up and coming hijabi rapper and musician in Malaysia Bunga. The campaign also features long-form content for each of the champions, along with integrated communications across TV, digital, in-store, eCommerce and public relations.
Join us this 8-11 December as we address the new realities for PR and crisis communicators, explore how brands are dealing with the impact of COVID-19 , and discuss areas of priority for communications. It's an event you would not want to miss out. Register now!
With so many pieces of content online, how do you grab the attention of your online audience and get them fully engaged in your brand message and experience. To learn the tips and tricks, join our Viral Content Creation: Convert Readers into Customers masterclass.
Colgate looks to rename Darlie
Colgate HK's flight-themed product event takes to the skies with AR
Red Fuse Hong Kong names new head of media APAC
Wunderman Thompson Malaysia CEO Saurabh Saksena exits