Red Fuse – WPP’s integrated global team dedicated to serving Colgate-Palmolive – has launched a new brand campaign for Colgate Total, the high-performance toothpaste, titled ‘Made for Greatness’. The campaign launches in Thailand today, with a progressive rollout across Singapore, Malaysia, Australia & New Zealand within the next few weeks.
The campaign follows Jimmy Chin – both a climber and Academy Award-winning filmmaker – as he attempts a highly arduous mountain climb. “I really felt a sense of connection to this idea of how you define greatness. I’m inspired by those who challenge their own limitations. For me, to strive for greatness is a personal journey. You have to demand more from yourself and you have to push your limits. I believe it’s what’s inside that makes you great.” said Chin.
Outside of the film, the campaign also includes integrated communications across out-of-home, digital & eCommerce, and in-store displays.
Lyndon Morant – Regional Marketing Director – Integrated Marketing Communications, Colgate-Palmolive 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.”
Check out the film here.