To address the 2025 sustainability and social impact strategy, Colgate-Palmolive came up with recyclable toothpaste tube

“Share the Answers” is a newly launched regional campaign by Colgate-Palmolive that is a result of collaboration between Red Fuse, WPP’s integrated global team with the above-mentioned brand.

The goal of this campaign is to emphasize on the use of HPDE recyclable toothpaste instead of the normal ones that consumers are used to.

As known, plastic waste is now an increasingly urgent environmental issue, therefore Colgate has taken into consideration this matter and pledged to design and deliver circular and alternative solutions for all Colgate products. 

To further portray their mission as part of 2025 sustainability and social impact strategy.

“We are committed to help find solutions to the problem plastic represents for the planet. And we want to do it holistically from making our products recyclable whilst simultaneously educating people and collaborating with organisations on the ground”, said Yves Briantias, vice president of marketing, APAC.

“We are one of the first in APAC to use the Adgreen carbon calculator, powered by BAFTA, which has helped us to assess the environmental impact of our production activities and see where practical changes can be made in order to reduce our carbon footprint,” Briantias added.

The backstory of this digital campaign features an animated recyclable toothpaste tube called “Colley”, which has been rolled out across Meta, YouTube and TikTok and will include select in-store promotional materials.

“We want to help people understand the new technology of Colgate’s recyclable tube in a fun and engaging way, and Colley brings that ‘refreshing’ appeal to the toothpaste category”, said Kenny Choo, regional executive creative director Red Fuse, APAC said.

Choo added “Colley is full of energy and optimism, and she is often found chatting about recyclable plastic with Genny, an animated tube character that’s not recyclable.

We feel that these characters will permeate through cultures and across continents for both Colgate and consumers. We have developed content that will appeal to all generations and that will help to encourage more discussion around recycling and sustainable habits”.

Initially, this campaign was launched in Australia, but the adoption is expected to happen among other APAC markets.


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