“We
are
thrilled
to
collaborate
with
IU,
the
Queen
of
K-pop,
a
partnership
poised
to
make
a
significant
impact
with
beauty
enthusiasts
across
Asia
and
globally,”
said
Samir
Singh,
EVP
Marketing,
Colgate-Palmolive,
Asia
Pacific.
“As
leaders
in
the
Oral
Care
category,
we
are
using
the
success
of
Optic
White
Purple
to
position
toothpaste
and
oral
care
serums
as
beauty
essentials.
IU
embodies
the
essence
of
K-beauty,
a
cultural
force
defining
new
trends
in
beauty
across
the
world,
now
reveals
the
secret
behind
her
smile
–
Colgate
Optic
White
Purple.
We
will
showcase
the
science
of
colour
correction
and
use
Omni-demand
generation
to
drive
engagement
and
purchase
across
every
consumer
touchpoint”.
Launched in August, the high-decibel campaign will span TV, digital, social media, retail, and Out-of-Home (OOH) channels, reaching consumers in Australia, Brunei, Cambodia, China, Hong Kong, India, Indonesia, Laos, Malaysia, Myanmar, New Zealand, Philippines, Singapore, Taiwan, Thailand, Vietnam, and Macau.
Speaking of the partnership, IU, the multifaceted musician and actress who debuted in 2008 has cultivated a loyal global fanbase known as UAENAs shared, “I’m truly delighted to collaborate with Colgate – it’s a brand I genuinely love.”
The campaign was created by WPP CP, led by Ogilvy teams in Singapore, Hong Kong & Korea, WPP Media & Social@Ogilvy Australia. The core objective is to continue building momentum for Colgate Optic White Purple, following the successful launch of Purple toothpaste and Serum innovations. This collaboration stays true to Colgate and IU’s authentic charm and personality, as it has been designed as a gift to her dedicated fanbase speaking directly to them. It features special product packs, exclusive collectibles, and behind-the-scenes content, all while reinforcing the message that “Purple is a must-have beauty hack for a whiter smile.”
“K-beauty is renowned for its viral beauty hacks, yet teeth have largely been left out of this dialogue – until now,” said Daniel Cullen, APAC Executive Director, WPP CP. “Our strategy was to create intrigue and firmly establish Colgate Optic White as an indispensable part of the beauty regimen. By re-introducing it as IU’s personal beauty hack, not for her skin, but for her teeth, we’re tapping into a powerful cultural phenomenon and a highly engaged audience.”
Watch the full campaign film and discover IU’s beauty hack for a whiter smile here.
Catch the teaser on Instagram and TikTok and don’t miss the GWP reveal and unboxing video on Instagram and TikTok.
Campaign
Credits:
Colgate
Palmolive:
- Samir Singh, EVP Marketing, Asia Pacific
- Akash Parekh, Sr. Director Marketing APAC
- Supriya Chavan, Marketing Director APAC
- Tracy Lui, Marketing Manager APAC
- Kenny Choo, Head Content Lab, APAC
- Jacinta Francis, Content Production Manager , APAC
- Katelyn Chen, Senior Digital Art Director, APAC
- Audrey Lee, Shopper Design Manager , APAC
- Sarah-Leith Izzard, Regional Executive Creative Director, Ogilvy APAC
- Ken Kaneko, Senior Art Director APAC, WPP CP
- Ali Silao, Head of Art & Creative Director, Ogilvy APAC
- Ida Siow, Senior Strategy Partner, Ogilvy Asia
- Ines Rubio, Associate Strategy Director, WPP CP
- Daniel Cullen, Executive Director APAC, WPP CP
- Kunal Rasania, Business Director, APAC, WPP CP
- James Baldwin, Head of Influence, Ogilvy Singapore
- Ada Tong, Account Director, PR & Social, Ogilvy Singapore
- Siyoung Sung, Business Director, Ogilvy Korea
- Sohee Choi, Account Supervisor, Ogilvy Korea
- Ben Hickey, Head of Consumer Health, Ogilvy PR ANZ
- Brenda Ho, Director, Social and Influence Strategy, Ogilvy PR ANZ
- Andrea Rutgers, Senior Social Specialist, Ogilvy PR ANZ
- Emily Bowen, Social Specialist, Ogilvy PR ANZ
- Claudia Connolly, Coordinator, Ogilvy PR ANZ
- Fabian Sommer, Head of Moving Image, Hogarth Singapore
- Renee Lim, Integrated Producer, Hogarth Kuala Lumpur
- James Wong, Regional Strategy & Planning Partner, WPP Media Singapore
- Benjamin Lee, Senior Regional Manager, Strategy & Planning, WPP Media Singapore
- Livana Weng, Regional Digital Director, WPP Media Singapore
- Alvaro Colom – Film Director
- Go Wontae – Photographer
- Great Guns – Production House
- Lucien Tyssendier – Executive Producer, Great Guns
Hashtag: #ColgatePalmolive #IUxColgatePurple
The issuer is solely responsible for the content of this announcement.
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