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”
