Thailand – Colgate has released a new campaign in Thailand for Colgate Total, its high-performance toothpaste product, where the ad spotlights “greatness,” featuring professional climber and Academy Award-winning documentary director Jimmy Chin.
Titled “Made for Greatness,” the campaign comes after Colgate’s recent release of the #SmileStrong campaign in various markets such as ANZ, Philippines, and in Malaysia, where it has been locally adapted as #SmileStrongBersama, where Bersama means together. The said campaign displayed the main theme of optimism amid challenges and prejudices in life.
For the current one, Colgate has decided to move to feature the message of “greatness,” matching the extra hardworking anti-bacterial formula of its Colgate Total.
Chin is known for his numerous climbing expeditions in different countries such as China, Pakistan, and Nepal. In 2019, his documentary chronicling a rock climber’s journey won the Academy Award for Best Documentary Feature.
Displaying the brand’s color palette of Red and White, the ad shows Chin attempting an arduous mountain. In the middle of the climb, he is seen taking a break and refreshing using Colgate Total.
The creative brain behind the campaign is Red Fuse, global communications company WPP’s integrated global team for Colgate-Palmolive.
The campaign will be progressively rolled out across Singapore, Malaysia, Australia & New Zealand within the next few weeks.
Colgate’s Regional Marketing Director Lyndon Morant said, “Now, more than ever, people have a stronger resolve when it comes to the world becoming a better place for all. This campaign really shows a turning point – not just for Colgate Total – but for the category as a whole that we can move into a broader, richer territory to connect with people in a way that our category hasn’t done before. Greatness is about demanding more every single day, and that’s the exact attitude we bring to Colgate Total.”
Outside of the film, the campaign also includes integrated communications across out-of-home, digital & eCommerce, and in-store displays.