Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, has launched the second instalment of their campaign for Colgate Total called “Made for Greatness”, which this time around features expert survivalist Megan Hine in an integrated campaign that draws us into an adventure-filled world.
Following the launch of the Colgate Total ”Made for Greatness” campaign in 2020 with mountaineer Jimmy Chin, the new campaign continues the storytelling of pushing physical limits to achieve the almost-impossible, with high performers striving for greatness in extreme circumstances.
To highlight the 12-hour antibacterial protection of Colgate Total, the storyline centres around Megan Hine, best known for her work with Bear Grylls on Man vs. Wild, and her mission to make her way out of a forest with limited daylight, a situation with a very real need for zero distractions. Out in the wild, every decision she makes is critical, and the last thing she wants to worry about are her teeth.
Lyndon Morant, Marketing Director IMC Colgate-Palmolive, said: “Megan’s vast wealth of experience and knowledge, gained from leading hundreds of expeditions and being the trusted consultant for Bear Grylls’ shows, makes her the perfect partner for our campaign – and for someone who makes a living by constantly putting herself in situations that could kill her, she’s also remarkably zen. Working with Megan, we wanted to break away from what people expect from toothpaste advertising through our signature dramatic storytelling, this time highlighting how Colgate Total is so powerful that it’s chosen by people who put the kinds of things in their mouths that make most of us close our eyes and cringe.”
The main campaign is supported by an interactive, choose-your-own-adventure digital activation campaign. Titled “The Total 12-hr Challenge with Megan Hine,” we are invited on an immersive journey on YouTube as we help Megan make critical decisions involving food and water sources, as well as physical journey decisions, through a 5-part series.
Kenny Choo, Regional Executive Creative Director Red Fuse APAC, said: “This evolution of the Made for Greatness campaign is the result of a great collaboration with the Colgate team. The choose-your-own-adventure series immerses our audience in product storytelling in an unexpected way. By taking the toothpaste and brushing out of the bathroom, we are able to amplify Colgate Total’s expertise in extreme situations. With its high performance in situations like this, one can only imagine what it does for your mouth in your daily routines.”
The integrated campaign includes TV, OTV and shopper marketing, in addition to experiences created for digital and social media channels. The campaign will be rolled out in Australia, New Zealand, Malaysia, Singapore, Philippines, Hong Kong and Taiwan.
Agency: Red Fuse
Caroline Slocombe – Regional Managing Director, APAC
Daniel Cullen – Regional Client Service Director, APAC
Kenny Choo – Regional Executive Creative Director, APAC
Jessa Bartolabac – Regional Associate Strategy Director, APAC
Orlando Hooper-Greenhill – Regional Interim Head of Strategy, APAC
Ellen Soh – Regional Senior Account Director, APAC
Andrea Chang – Senior Account Executive, APAC
Guillaume Lamy – Regional Creative Director, APAC
Jim Fong – Regional Creative Director, APAC
Fariz Azlan – Regional Creative Director, APAC
Kusuma Arunanondchai – Regional Art Director, APAC
Virginia Tse – Regional Head of Production, APAC
Alec Cheung – Regional Producer, APAC
Xea Kho – Regional Comms Planning Director, APAC
Robert Sue – Regional Media Lead, APAC
Sandy Tan – Regional Chief Digital and Data Officer
Stephen Dwyer – Regional Digital and Audience Director
Yves Briantias – Vice President Marketing, APAC
Lyndon Morant – Marketing Director IMC
Hardik Jhavari – Associate Director, Innovation APAC
Pimphan Suwanprateep – Group Brand Manager, APAC
Edward Chen – Senior Brand Manager, APAC
Shourav Sen – Director of Insights
Rupam Borthakur – Director Insights & Analytics
Farheen Romani – Head of Insights, Innovation and Brand Experience Planning