Hong Kong – Colgate Optic White Purple has launched ‘The Purple Café’, an APAC-wide social-first campaign anchored on a six-part episodic series featuring prominent Asian influencers.
The six-part series — created in collaboration with WPPCP, WPP Media, WPP Production, and Ogilvy ANZ — features Asian influencers in place of traditional actors, reimagining familiar K-drama tropes such as awkward blind dates and disapproving relatives.
Across the episodes, Colgate Optic White Purple is positioned as a narrative device within the storyline, with each instalment centred on moments of social discomfort that transition into expressions of confidence. The product is integrated into the narrative and linked to character development throughout the series.
The campaign reflects the brand’s broader push to expand its K-beauty positioning, with a shift towards episodic, social-first storytelling distributed across TikTok and key regional markets in Asia Pacific.
Featured influencers include Andrea Nicole and Evan Tan from the Philippines, Malle Christian Anderson and Siti Khadijah Halim from Malaysia, and Baby Jingko and Cute Kiw from Thailand.
In a TikTok-exclusive activation, the campaign also invites users to create their own storylines to respond to AI-generated antagonists, positioning the initiative as an effort to open up storytelling participation and highlight human creativity in contrast to artificial intelligence.
“We are incredibly proud to unveil the next evolution of the incredibly successful Colgate Optic White Purple franchise with our social-first ‘Purple Café’ K-drama series,” said Samir Singh, EVP Marketing, Colgate-Palmolive, Asia Pacific. “We recognise that the way people consume media and content has dramatically changed, especially on TikTok. Our campaign takes our association with Korean beauty and culture to a whole new level, presenting our product not just as a beauty essential but as a pivotal character that transforms our influencer protagonists’ confidence in fun, cheeky ways.”
The full episodic series is available on the Colgate Thailand, Colgate Philippines, and Colgate Malaysia TikTok channels.
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