Colgate
Colgate Optic White

Woman holding a magazine in front of her face which looks exactly like her. The woman is a black female wearing red lipstick.
Personalisation meets performance: Colgate redefines at-home whitening moments.

Understanding that every customer has unique motivations for at-home whitening, Colgate’s campaign focused on moments. By leveraging addressable content strategies, Hogarth Worldwide 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, utilising addressable media strategies via Wavemaker. With custom dynamic video and social formats, Colgate reached audiences in their most relevant moments, delivering content that resonated deeply and performed exceptionally.

The impact

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

49%

Lower skip rate vs. industry benchmark

1650%

Higher CTR uplift on Meta platforms

Woman in red dress standing towards camera with her hands behind her head.
Creative
Soho Square Bangkok
Production
Hogarth
Media
Wavemaker