Colgate Optic White

CHALLENGE: Break through and differentiate Colgate Optic White against a competitor with 10X the marketing spend.

IDEA: Shine On — Reposition Optic White as a toothpaste that’s also a beauty product, leveraging the high-production values and creative cues of beloved mass market beauty brands.

EXECUTION: Through TV, print and digital, the Shine On campaign successfully positioned Optic White as a beauty tool powerful enough to make your smile the only accessory you need to truly shine. Repositioning the brand as a legitimate beauty product without losing oral care category cues was a delicate balance, but it paid off. Beautifully.