Colgate Total's new campaign features expert survivalist to push physical limits

Colgate-Palmolive Hong Kong has launched the second instalment of its campaign for Colgate Total called “Made for Greatness”, featuring expert survivalist Megan Hine to highlight the new product's 12-hour antibacterial protection. 

Following the launch of the Colgate Total’s “Made for Greatness” campaign in 2020 with mountaineer Jimmy Chin, the new campaign continues the storytelling of pushing physical limits to achieve the almost-impossible, with high performers striving for greatness in extreme circumstances. 

To highlight the 12-hour antibacterial protection of Colgate Total, the storyline centres around Megan Hine, best known for her work with Bear Grylls on Man vs. Wild, and her mission to make her way out of a forest with limited daylight, a situation with a very real need for zero distractions. Out in the wild, every decision she makes is critical, and the last thing she wants to worry about are her teeth.

The integrated campaign includes TV, OTV and shopper marketing, in addition to experiences created for digital and social media channels. The campaign will be rolled out in Australia, New Zealand, Malaysia, Singapore, Philippines, Hong Kong and Taiwan.

The main campaign is supported by an interactive, choose-your-own-adventure digital activation campaign. Titled “The Total 12-hr Challenge with Megan Hine,” citizens are invited on an immersive journey on YouTube as they help Megan make critical decisions involving food and water sources, as well as physical journey decisions, through a 5-part series.

Lyndon Morant, marketing director of IMC Colgate-Palmolive, said: “Hine's vast wealth of experience and knowledge, gained from leading hundreds of expeditions and being the trusted consultant for Bear Grylls’ shows, makes her the perfect partner for our campaign – and for someone who makes a living by constantly putting herself in situations that could kill her, she’s also remarkably zen,”

“Working with Hine, we wanted to break away from what people expect from toothpaste advertising through our signature dramatic storytelling, this time highlighting how Colgate Total is so powerful that it’s chosen by people who put the kinds of things in their mouths that make most of us close our eyes and cringe,” Morant added.

Kenny Choo, regional executive creative director of Red Fuse APAC, WPP’s integrated global team dedicated to serving the brand, said: “This evolution of the Made for Greatness campaign is the result of a great collaboration with the Colgate team. The choose-your-own-adventure series immerses our audience in product storytelling in an unexpected way. By taking the toothpaste and brushing out of the bathroom, we are able to amplify Colgate Total’s expertise in extreme situations. With its high performance in situations like this, one can only imagine what it does for your mouth in your daily routines.”

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