Colgate features Anson Lo in new campaign to rejuvenate brand and lure youths

Colgate has worked with MIRROR's Anson Lo in a campaign to recruit new young consumers and rejuvenate their brand, offering a series of marketing initiatives over the past months.

Earlier this year, Colgate appointed Lo as brand ambassador to introduce the brand's dental white oral care series. According to the brand, as part of the pronunciation of Lo's name "Anson" is identical to the Chinese character of “神” (god), while he also boasts the nickname "教主" (leader of a religion), the brand believed that products that he recommended were of the most high quality, which is in sync with Colgate's position in the dental care category.

Colgate hoped to recruit new young consumers, rejuvenate the brand, and build brand love through Lo's fanbase. In May, Lo danced for the first time in a video ad for Colgate. In the video, he introduces new oral care devices through his performance, inviting the audience to use the products that can bring them a bright smile.

The video was broadcast on outdoor LED screens in Tsim Sha Tsui and Causeway Bay, attracting a large number of fans to take pictures and tag Colgate on social media which helped increase the exposure of the brand and activities. Moreover, Colgate has launched more than 10 products in collaboration with Lo, including toothpaste, toothbrushes, electric toothbrush, and water floss machines to meet the needs of different customers. It also launched meticulously designed collectible cards for Lo's fans.

Moreover, in cooperation with major retailers, decorations featuring Colgate and Lo, in addition to photo-taking booths, have been installed in stores across 18 districts in the city, attracting fans to visit and share their experiences on social media platforms.

Previously, Lo set up an "Oral Care Academy" in March as part of the campaign and shared various oral care knowledge and tips on Colgate's social platform, educating the public about tooth protection and the importance of anti-bacterial procedures. Earlier in February, Lo had his first interactive ads at bus stops across the city, where the audiences can start a mini-game by scanning the QR code with their mobile phone. After completing the game, they can take a photo with Lo in the same frame with some special filters.

Colgate said more than 30,000 people have played the game and many of them had taken photos with him. The brand said the interactive game successfully engaged the audience. Moving forward, Colgate will continue to work with Lo to introduce more campaigns in the second half of the year.

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