Colgate Optic White Purple Toothpaste Launch / 2023
Role: Brand Conceptualisation, Creative Direction, Art Direction, Visual Strategy, Production Oversight, Hands-on Execution
Deliverables: BEX & Content Toolkit
Region: APAC (while serving as visual guidelines for other countries)
I had the honor of leading my first project at Colgate-Palmolive for the launch of Purple Toothpaste. To support the APAC rollout, I developed the Purple BEX and a comprehensive assets toolkit to ensure a cohesive and effective campaign.
I conceptualized the creative idea “Hello Purple, Hello Shine” 💜✨ as the main campaign slogan, with “Bye Bye Yellow” as a secondary message to highlight the product’s efficacy in color-correcting yellow tones for whiter teeth. The concentric circles became the visual element that anchored in the Purple series.
Product Key Visual
To create a distinct and ownable identity, the concentric circles became the key visual element that anchored the Purple series, reinforcing the product’s technology and premium appeal.
15sec CGI MOA Film
Lifestyle Photography
UGC-Inspired Videos
The campaign made waves on TikTok, with the social videos surpassing 10M+ views, marking a pivotal shift toward leveraging new platforms for Colgate’s marketing campaigns.
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