Hong Kong – Colgate has launched a new campaign in Hong Kong to mark more than 200 years of heritage, introducing its first blind box concept alongside limited-edition collectibles and a series of large-scale, city-wide installations and activations.
As part of the campaign, Colgate has introduced its ‘Hong Kong Sentiments’-themed toothbrush collection, which features designs inspired by familiar local landmarks. The collection integrates miniature city motifs into toothbrush designs and marks the brand’s first use of a blind box format in the oral care category, offering limited-edition collectibles distributed at random.
Alongside the product launch, Colgate will roll out toothbrush-themed ‘3D Posting Box’ installations across Hong Kong, Kowloon, and the New Territories. The installations will be accompanied by pop-up activations in high-traffic districts, where members of the public can collect postcards and promotional vouchers.
The design of the collection draws from everyday elements of the city, including the Star Ferry, Victoria Harbour, and the Cheung Chau Bun Festival. Rather than taking a retrospective approach, the collection adopts a contemporary visual style that translates these landmarks into simplified, modern illustrations intended for daily use.
Colgate said the collection is meant to reflect aspects of local life while reinforcing the importance of oral care as part of everyday routines.
To extend engagement, the campaign also includes the ‘Miniature Landmark’ collectible series, which features small-scale replicas of Hong Kong landmarks combined with elements of Colgate products. The collectibles are designed for display or everyday use, such as keychains.
Public-facing installations will run from January 9 to February 22, 2026, with two commemorative designs—‘Tramway Heritage’ and ‘Victoria Harbour’—appearing at selected locations across the city. Visitors are encouraged to photograph the installations and share the images online.
Additional activations are scheduled from January 10 to January 24, 2026, across Tseung Kwan O, Ma On Shan, Aberdeen, and Tsuen Wan West. Colgate will also set up a cheer point at Tin Hau station during the upcoming Standard Chartered Hong Kong Marathon. Activities at these locations will include landmark installations, mascot appearances, postcard and voucher distribution, and product redemptions with same-day purchase receipts.
The campaign is supported by a series of social media visuals featuring oversized toothbrushes and landmark-inspired elements, extending the campaign’s presence beyond physical locations.
