Your Smile. Your Style.

THE OPPORTUNITY:
Colgate launched a true innovation in whitening. Optic White brought the power of strips to a daily toothpaste. We set out to make this innovation a smashing success.

THE INSIGHT = IDEA:
Image conscious women (18-24) actively seek out the latest beauty cues from fashion, and Instagram and YouTube influencers. We aligned Optic White with the world of fashion and models (behind the scenes) positioning it as the latest hot trend in beauty and fashion. “WHITE HOT BEAUTY”

HOW IT CAME TO LIFE:
Lush black and white film brings to life the glamorous world of fashion and the exciting energy of the runway and behind the scenes. Red is a meaningful color for the brand, and we used it to highlight our heroine and her white-hot smile. In addition to the :30 & :15 TVC, we edited snack-able films for the vast integrated digital media plan. We partnered with top tier publishers such as the NY Times, social platforms Facebook, Instagram and Twitter and a large-scale influencer and celebrity effort all with a focus on the context of fashion and style.

THE IMPACT:
Optic White™ was launched and quickly gained market share in the U.S. and was launched in over 70 global markets. Optic White™ is widely regarded as one of Colgate’s greatest successes of the last ten years and the brand has extended into mouthwash, toothpaste and other oral care segments. The product has also received acclaim from media and analysts, with Forbes reporting that “Optic White™ has taken the industry by storm.”