A new integrated campaign by VMLY&R NZ for Colgate promotes the latest move by the global oral care leader to a more sustainable toothbrush range; unveiling toothbrushes made from recycled plastic and compostable bamboo handles.
Colgate is at the early stages of a sustainability journey to eliminate waste and decrease plastic usage, making huge changes to products and packaging. VMLY&R have helped introduce this range to New Zealand audiences, an early-mover market, in a meaningful way.
The agency’s full-service approach across Wellington and Auckland offices included the strategy, creative, content production, social and media placements, with the TVCs filmed locally in Wellington.
With the voice over by Ladi6, the campaign covers the playful start of a child’s morning. It captures a child’s optimism as she starts a day where anything’s possible – even saving the world.
Senior Brand Manager – Toothbrush & Rinse, Colgate, Brett Colley says: “Colgate believe everyone deserves a future they can smile about, and we know people want to make more sustainable choices, but they don’t want to sacrifice efficacy – that’s why we’ve made big changes across our toothbrush range, introducing more natural and recycled materials.”
Being advanced in the eco category and with a high consumer demand for eco products saw New Zealand chosen as a priority market for Colgate’s sustainability shift.
VMLY&R NZ Managing Partner, Fleur Head says: “Sustainability is so important to Aotearoa, and it’s always a tremendous effort for a brand of Colgate’s size to roll out a new range. We’ve loved being a part of it, and glad our integrated model could help make this seamless for Colgate. We’re proud to help them lead the category in this new direction.”
VMLY&R NZ worked with Tierney Productions and Dreaver Productions on the TVCs.