Colgate Active Salt 2020

COLGATE TURNED TO VMLY&R WHEN THEY WANTED TO RELAUNCH COLGATE ACTIVE SALT WITH FUN & RELATABLE LOCAL FLAIR

How do you make a local campaign lighthearted and relevant at the height of the COVID-19 lockdown and have its materials stay relevant once the lockdown ends? VMLY&R takes the project home — to Filipino family traditions and favorite family activities.

 

OUR INTEGRATED SOLUTION

On the hero material, VMLY&R harnesses local culture and creativity to bring out a relatable story that’s seen in almost all Filipinos homes everyday regardless of lockdown — families singing karaoke while eating snacks together. While staying true to Colgate Active Salt’s format of interruption, the material naturally unfolds to demonstrate and highlight how Colgate Active Salt helps with unhealthy gums with its natural salt crystals.

 

CONNECTED BRAND & CUSTOMER EXPERIENCE

VMLY&R looks at Filipino habits, traditions and interests to connect with Colgate’s audience. As the campaign continues, the agency hones Filipino habits and beliefs regarding salt and integrates these in developing materials that address each step of customer experience — from awareness, trial, purchase to loyalty.

VMLY&R managed the campaign’s marketing communications pre-lockdown and rapidly adapted all communications relevant to the Philippines’ landscape while ensuring these stay relevant once lockdown ends.

From ideation to execution, VMLY&R was present in every stage of the campaign development. These include supervision of the shoot and production during the COVID-19 lockdown, adhering to safety protocols while managing talents and production staff.