Understanding that every customer has unique motivations for at-home whitening, Colgate’s campaign focused on moments. By leveraging addressable content strategies, WPP Production collaborated with multiple agencies to create dynamic videos and social formats tailored to specific audience insights, ensuring each message resonated personally while aligning with Colgate’s overarching brand platform.

The campaign ran across Meta, YouTube, and BVOD, utilizing addressable media strategies via WPP Media. With custom dynamic video and social formats, Colgate reached audiences in their most relevant moments, delivering content that resonated deeply and performed exceptionally.

Colgate Optic White didn’t just deliver personalised whitening messages—it delivered smiles, making every interaction meaningful and memorable.