Hong Kong – Colgate has launched a new immersive campaign for its Colgate Optic White® brand, transforming the popular Tsim Sha Tsui café ‘HOW to Live Well’ into a Colgate Optic White® Dental-Grade Teeth Whitening Lab.
Running from 11 April to 11 May 2026, the pop-up aims to introduce consumers to the science behind professional teeth whitening, with a particular focus on hydrogen peroxide (HP) as a key whitening ingredient used in dental care.
The café space has been reimagined into an experiential installation combining coffee culture with oral care education. According to the brand, the concept is designed to illustrate how professional whitening approaches can be integrated into everyday routines, with educational displays highlighting the role of hydrogen peroxide in stain removal.
Visitors will also be able to engage with interactive elements, including a “Smile Phone” installation that allows guests to capture photos and record voice messages in a themed setting inspired by the campaign.
As part of the activation, customers making purchases at the café will receive vouchers for Colgate Optic White® whitening toothpaste products. Selected purchases of the campaign’s featured beverage will also be eligible for additional product sampling.
The campaign also features Canto-pop artist Kaho Hung, who will appear as a one-day store manager on 18 April 2026. During his appearance, he is expected to engage with visitors and participate in in-store activities as part of the experiential programme.
The limited-time installation is positioned within Hong Kong’s café culture context, where coffee consumption is increasingly tied to lifestyle and social rituals. The activation seeks to connect these daily habits with oral care awareness, particularly around managing surface stains associated with coffee consumption.
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