“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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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023
For more details visit https://appies.com.my/ or contact Vishnu