Tag: Colgate-Palmolive

Manila, Philippines – Tender Care, a brand under Colgate-Palmolive, has officially launched its newest ‘Unbox the World’ campaign that addresses how Filipino parents navigate family life in post-pandemic reality.

Launched with an equity film, the campaign emphasises the overprotectiveness that parents feel towards their children and family as they adjust to post-pandemic life.

Tender Care wants to give parents the feeling of security as they let their children explore the world, seeing them have fun while learning something new as Tender Care serves as their protection ally.

Edith Marquez-Reyes, VP of marketing at Colgate-Palmolive, said, “After the challenges of the pandemic, many of us naturally became more protective of our kids, making sure they’re always safe. But with Tender Care, we’re saying, Let’s unbox. Let’s let life be more enriching. Addressing overprotectiveness in this era is a courageous stance for the brand. We’re here to reassure parents that care and exploration can go hand-in-hand.”

She added, “Parents’ post-pandemic concerns are valid. Yet, it’s essential for kids to experience and grow. We’re here to support every step, ensuring enriching experiences for children and peace of mind for parents.”

Also speaking about the campaign, Joe Dy, chief creative officer at VML Philippines, shared, “The Tender Care brief wasn’t just another campaign for us. It was a tough but exciting challenge that the team eagerly took on. This was something we wanted to nail for the brand and Filipino parents. We want to do more than just talk; we believe we need a fresh approach if we sought to disrupt perspectives and reassure parents that kids can safely explore their world” 

Singapore – Global home and personal care company Colgate-Palmolive, along with global brand and customer experience agency VMLY&R, are making efforts to raise sustainability in Southeast Asia thanks to a series of campaigns on Shopee.

Running from the end of October to early November 2023 across Southeast Asia and Taiwan, the campaigns saw Colgate offering shoppers highly attractive discounts on its range of recyclable and sustainable oral, personal and home products.

This campaign initiative is also a part of the brand’s overarching Smiling Planet campaign, wherein VMLY&R worked closely with the brand to create several regional campaigns that would help consumers make a difference by choosing Colgate Palmolive’s products.

As an added incentive for conscientious shoppers, the brand also donated a portion of each sale to the WWF-Singapore (World Wide Fund for Nature) Singapore Eco-Schools Programme, which empowers students to become changemakers, by engaging them in student-led sustainability initiatives within campuses.

With Colgate’s commitment of eliminating plastic waste by 2025, more than 83% of the brand’s packaging by weight is now recyclable due to innovations like its recyclable toothpaste tube. Similarly, many other Colgate products are now made from recycled materials, using much less plastic than traditional packaging.

Talking about the campaign, Alex Tan, commerce director at VMLY&R Singapore, said, “We know that consumers care about their environment, but often feel helpless to make an impact. Through Colgate’s Shopee Super Brand Day campaign consumers were empowered to make a sustainable choice whilst contributing to creating a greener future by supporting WWF’s important youth programme, and the results for Colgate speak for themselves.”

Meanwhile, M. Chandrasekar, SVP customer development, Colgate-Palmolive APAC, commented, “Change always begins with a small act. Our small act was to make recyclable tubes a reality and a small act for consumers could be discarding recycling tubes and sustainable packaging in the right spaces or bins in accordance with the local regulations.” 

“Working with VMLY&R we are able to make these small acts slightly bigger. Just by taking the small act of choosing to purchase Colgate-Palmolive sustainable products, consumers know that a portion of their purchase goes towards important educational projects that impact their environment and their future, showing that together, even small acts like this can make a big difference,” he added.

Singapore – Global home and personal care company Colgate-Palmolive has announced a three-year partnership with foodpanda to bolster its digital strategy and give consumers across the region even greater access to its range of products.

Colgate also aims to drive its leadership within the health and wellness space forward. Said partnership follows prior successful collaborations which have shown a strong demand of Colgate’s core range of oral, personal and home care products on foodpanda via pandamart including the key markets of Singapore, Malaysia and Hong Kong, amongst others. 

Through the partnership, consumers will be able to easily purchase a wide range of Colgate products on-demand and have them delivered within an hour any time of the day through foodpanda. Popular products purchased on the platform include Colgate’s core range of products such as Colgate Toothpaste and Mouthwash, as well as products from personal care and home care brands like Palmolive, Ajax, Glo, and Softlan.

This partnership will not only allow Colgate to reach more customers and bring extra convenience, but it will also provide the company with deeper insights into consumer purchasing habits to inform Colgate’s business and marketing efforts. 

M Chandrasekar, director of customer development at Colgate-Palmolive APAC, noted that the company’s digital commerce strategy has driven significant growth for their business and greater integration of q-commerce will further strengthen their leadership across the region.

“Quick commerce is witnessing strong growth in Asia Pacific and we are confident that our partnership with foodpanda will enable us to better meet customers’ needs in a more efficient and effective way, having our products delivered right to their doorstep within minutes,” he said.

Meanwhile, Julien Tessonneau, senior director of q-commerce at foodpanda, commented that through the partnership, Colgate can leverage foodpanda’s robust q-commerce network and technology to enable even more convenience for customers.

“As customers’ demands for on-demand deliveries continue to grow, we are committed to ensure that our offerings are in line with what our customers want. We are very excited to partner with a leading brand like Colgate to further support the daily needs of our customers,” Tessonneau said.

Foodpanda also did q-commerce capabilities for several brands such as LEGO Group, Xiaomi, and Unilever.

India – Global consumer products company Colgate-Palmolive has appointed Prabha Narasimhan, former executive director at Hindustan Unilever (HUL), to be its new managing director and CEO for India.

Colgate-Palmolive India announced Narasimhan’s appointment in March 2022, and she has been special projects vice president for Colgate’s Asia Pacific Division.

In her previous role at HUL, Narasimhan led the Home Care category and served as a member of the HUL Leadership Team. She has nearly 25 years of rich and varied experience in customer development, consumer marketing, and innovation across geographies and multiple categories, including home care, foods, personal care, and skin care. 

Mukul Deoras, CP India’s chairman and president of APAC division, commented, “I am delighted to welcome Prabha as the leader of the CP India business. Prabha has a successful track record of strong performance across categories, and I am confident that she and the team will build on our strengths to grow the business and reimagine a healthier future for the communities we serve.”

Singapore – Media agency Wavemaker has appointed Jenny Pham, former general manager of marketing and strategy at GTI Tourism, to be its new APAC head of media for Colgate-Palmolive.

In her new role, Pham will be based in Singapore, and will be responsible for leading the Colgate-Palmolive business in the region. In July, Wavemaker launched a new agency model for Colgate-Palmolive, creating an APAC hub in Singapore designed specifically to support the client’s business transformation agenda. The team will develop strategy and audience planning for the region across Colgate-Palmolive’s product portfolio, and lead execution through the performance practice established over recent years.

Pham brings with her great experience and a strong point of view around digital transformation, which will be invaluable as the agency partner Colgate-Palmolive into a new era of growth. No stranger to the group, she has previously worked in senior roles at GroupM agencies in Australia, including Essence Digital Global as VP client partner, MEC Australia as managing partner, and Mindshare as business director.

Commenting on her appointment, Pham said, “I am delighted to return to the GroupM family and for the opportunity to play a role in this transformative journey of building the hub for excellence with innovation and growth at its forefront.”

She continued, “I’ve long admired the brand’s work, particularly the Smile Strong campaign showcasing stories of real people who overcame seemingly insurmountable challenges through the sheer power of their optimism. I am excited to lead, inspire and champion optimism at Wavemaker!”

Meanwhile, Rose Huskey, Wavemaker’s chief client officer for APAC, said that they are thrilled to welcome Pham back to their agency group network with Wavemaker being the top choice.

“I am certain that with her strong digital knowledge coupled with her experience in managing brands in fast-paced environments, she will be building strong relationships where clients, teams and collaborators are empowered to achieve success collectively,” added Huskey

Gordon Domlija, Wakemaker’s CEO for APAC, commented, “I love Jenny’s energy, passion and drive to make a difference, it is inspiring and infectious. Jenny joins at a fantastic time, as we launch a new agency model for Colgate-Palmolive. Her leadership of the hub will accelerate our growth ambition for Colgate-Palmolive and further enhance Wavemaker’s position as the leading agency in the digital transformation space.”

In July 2022, Alban Dudek, formerly the chief digital and marketing officer at Omnichannel Retail Indonesia, has joined Wavemaker Indonesia as partner for e-commerce. In his new role, he will be responsible for leading e-commerce services for all Wavemaker Indonesia clients, from brand awareness to conversion on multiple channels.

Manila, Philippines – Leading e-commerce Shopee has announced that the platform and Colgate-Palmolive inked their first Memorandum of Understanding (MoU) to jointly drive e-commerce penetration of its oral care, home care, and personal care products and category on Shopee. The tie-up is a multi-year partnership and will run across seven markets in the region.

Starting 2022, Colgate-Palmolive will become a strategic partner under Shopee’s Regional Champion Brands Program, which will help strengthen Colgate-Palmolive’s online presence and deliver more of its products to consumers through Shopee’s extensive reach. 

Shopee’s Regional Champion Brands Program is an exclusive, by-invite-only program that is open to top brand partners, aimed to better support brands in accelerating their growth on regional and local levels. Shopee currently has 17 brands on board the program.

Acording to Shopee, since launching the company’s official store on Shopee Mall in 2019, Colgate-Palmolive has achieved steady growth year-on-year and has consecutively ranked among the Top 5 personal care brands during Shopee’s year-end mega shopping campaigns. Shopee shared that in the recent 11.11 Big Christmas Sale, Colgate achieved a record highest sales in a single day and grew more than 100% vs 9.9 Super Shopping Day. 

With the partnership, Colgate aims to grow its digital commerce business across Southeast Asia more than 20 times by 2025.

Mukul Deoras, president of Colgate-Palmolive APAC, said, “We are excited to grow our partnership with Shopee to better serve our customers in the region. As the world’s leading Oral Care company, we look forward to winning together in Personal Care with Shopee by maximizing the potential of our digital commerce business. To achieve this, we will focus on delivering greater value and enhanced customer experiences through our differentiated product offerings and innovations.”

Meanwhile, Chris Feng, Shopee’s CEO, commented, “Shopee is glad to be a strategic e-commerce partner to one of the world’s most recognized Personal and Oral Care brands. As a market leader, Colgate-Palmolive has achieved tremendous growth in the past year and will be a valuable partner in helping to drive further online expansion of the Personal Care category on Shopee. We hope to support Colgate-Palmolive in capturing more opportunities through our robust ecosystem and deep understanding of consumers in each market.”

To accelerate its growth momentum, Colgate-Palmolive will continue to activate a hyper-localized strategy. Earlier this year, Colgate-Palmolive and Shopee launched a joint oral care study to identify gaps, behaviors and unmet needs of Generation Z shoppers. As a result of the insights garnered, Colgate-Palmolive and Shopee co-created and launched a new toothbrush series with the ‘Brush Your Way’ regional campaign in Singapore, Malaysia, Thailand, Vietnam, and the Philippines.

Kuala Lumpur, Malaysia – Following a successful partnership with Ogilvy Malaysia on the back of its inspirational ‘Smile Strong Bersama’ campaign in 2020, Colgate-Palmolive in the country has extended its remit with the agency.  

The appointment will see Ogilvy undertake strategic and creative communications, digital, and social media duties throughout 2021 across all Colgate-Palmolive’s business including its oral care and home care brands such as Colgate, Softlan, and Elmex. 

Edith Marquez-Reyes, marketing director of Colgate-Palmolive for Malaysia, Singapore, Indonesia, and Brunei, said that due to the successful run of the ‘Smile Strong Bersama’ campaign, the company has gained confidence to hand the marketing business of its entire portfolio of brands to the agency this year.

“We believe Ogilvy is one of the best creative agencies for us to collaborate and together, we can continuously drive growth for our brands in Malaysia,” said Marquez-Reyes.

Meanwhile, Chief Executive of Ogilvy Malaysia, Nizwani Shahar, commented, “Colgate-Palmolive carries some of the most iconic brands that can be found in almost every household across the globe. We are so proud to be able to work with these brands alongside the Colgate-Palmolive team who have shown they are willing to take calculated risks to make their brands matter.”

Ogilvy will be driving Colgate-Palmolive’s business in Malaysia in collaboration with Red Fuse, an integrated global WPP Team dedicated to serving Colgate-Palmolive worldwide.

In November, Red Fuse has also launched a uniform region-wide campaign in Asia, ‘Made for Greatness’, partnering with Academy Award-winning documentary director Jimmy Chin for its Colgate Total brand. 

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. 

https://youtube.com/watch?v=vSWCjfAxt24

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.