Colgate-Palmolive unveils new regional campaign introducing recyclable toothpaste tube

Colgate-Palmolive has unveiled a regional campaign entitled “Share the Answers” introducing the use of HPDE recyclable toothpaste tubes, done in collaboration with Red Fuse, WPP’s integrated global team dedicated to serving the brand. 

The 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.

With plastic waste being an increasingly urgent environmental issue, Colgate has pledged to design and deliver circular and alternative solutions for all Colgate products, as part of their 2025 sustainability and social impact strategy.

The campaign was first launched in Australia and is expected to be adopted across other APAC markets.

“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. We are kicking-off our campaign in Asia Pacific, starting with Australia, with a range of animated content, including this lovely video introducing Colley, our newly launched recyclable tube,” said Yves Briantais, vice president of marketing, APAC, Colgate-Palmolive.

“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.

Kenny Choo, regional executive creative director Red Fuse, APAC said: “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.”

“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,” Choo added.

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