Colgate Gains Unmatched Brand Visibility In 2024Bbnaija House

One significant advantage of good oral care is its direct impact on overall health. Maintaining proper oral hygiene such as regular brushing, and dental check-ups helps prevent dental issues like cavities and gum disease. These conditions can lead to more severe health problems if left untreated.

Colgate for decades has been at the forefront of promoting effective oral care practices, consistently promoting the importance of good dental hygiene. The brand offers a wide range of products, including toothpaste, toothbrushes, and mouth rinses, designed to meet various dental needs.

World Health Organisation (WHO) report shows that almost half of the world’s population (45% or 3.5 billion people) suffer from oral diseases, with 3 out of every 4 affected people living in low- and middle-income countries.

Perhaps it is to educate the viewers and proffer a lasting solution to this avoidable menace in society that Colgate

Toothpaste utilized the spotlight at Big Brother House to promote good oral care through its carefully crafted educative brand task. The Colgate task, which took place in the sixth week of the reality TV show, was set not only to promote oral care but showcase the importance of imbibing a good oral hygiene habit using Colgate toothpaste and brush.

The no-loose-guard housemates were divided into pairs ,embellishing the catchphrase from its recently unveiled TV commercial “Let’s Have a Talk” and of course the unique qualities of the Colgate brand. The teams are Team Bright Smile,Team Fresh Breath, Team Zero Cavity, Team Strong Teeth, Team Gum Protection, and Team Yanga Smiles.

Before the games, the housemates were given a box containing Colgate merchandise and cards containing oral care tips. They were to use the Colgate toothpaste to freshen up their smiles and then go through the oral care tips from the card. The challenge was divided into three game segments.

The first was a quiz game where the housemates’ knowledge was tested on different oral care and hygiene questions. The second was fixing a smile game and the third was the monkey bar game.

In the quiz game, one team member read out the questions while the other answered them, for every correct answer, the housemates earned 10 points and every wrong answer earned them a 5-point reduction. Each team had three minutes to attempt 20 questions.

The second game called Fixing a Smile was a two-minute game aimed at testing the housemates’ communication skills and speed. The housemates were provided with a caricature face on aboard. One pair of members went behind the board to fix the smile with the cut of piece cardboard paper, while the other was in front of the board to give guidance. The pair that fixed correctly within the time limit got 10 points.

The third game was called the monkey bar game. All through the activities of this game, teamwork was required from the housemates. Each street had instructions and a score allocated to it. The street was labeled with names such as Gum Drive, Tongue Lane, Jaw Street, and Fresh Breath Avenue. To begin the game, the housemates walked through a cavity step carrying a large toothbrush, then walked through the puzzle area without stepping on the path marked. The housemates then climbed through the monkey box to swing through the obstacle without touching the ground. The housemates then collected Colgate toothpaste from a machine and brushed the teeth of an image with germs, stepping aside for their time to be recorded. 

 At the end of the games, team Fresh Breath comprising Sooj and Chizoba emerged winner of the Colgate brand task. Aside from the BBNaija task, through initiatives like the Colgate Oral Care program, the brand also provides resources to schools and communities, teaching children and families about proper brushing techniques and the importance of regular dental visits. For over 30 years, the Colgate Bright Smiles, Bright Futures program has provided oral hygiene education and resources to over 1.5 billion children in over 100 countries.

Through this initiative, the program has ensured that children can build proper oral care habits early on and safeguard their healthy futures. In the last two months or so, Colgate’s latest advertising campaign, ‘Na to do Yanga with your Smile,’ used profusely on the last BBN show, has consistently pushed ahead as a cutting-edge and ingenious effort, effectively cutting through the clutter and leaving lasting impressions on audiences across Nigeria. While the average human attention span has plummeted to a mere 8 seconds, shorter than that of a goldfish – at a shocking 8.25 seconds, according to a 2015 Microsoft Study – Colgate’s TVC defies this trend, commanding viewers’ undivided attention from start to finish. The opening quote from the comment on LinkedIn by digital marketing expert, Princewill Akuma, on the commercial merely hints at the depth of creativity and innovation that has gone into this remarkable commercial.

Breaking away from the traditional mold of oral care advertising, which often relies on clichéd tropes such as perfect smiles, bad breath scenarios, or expert recommendations, ‘Let’s Have A Talk’ takes a bold and refreshingly different approach.

Instead of featuring models with flawless dentition, the commercial puts children at the centre, with their adorable toothy grins, endearing milk tooth gaps, and infectious smiles as the primary selling point.

The TVC introduces viewers to a diverse cast of 12 children, each with a unique message delivered in a manner that seamlessly blends youthful charm and adult-like slang. Throughout the minute-long TVC, children were shown in various settings, further emphasizing the universality of their message and the importance of oral care in everyday life.

Whether at play, in school, at home, or on the streets, these young ambassadors of oral health were a constant presence, reminding viewers of the significance of maintaining good oral hygiene habits. This commercial masterfully subverts expectations, using the very imperfections of children’s dentition as a powerful tool to convey the importance of oral care. The contrast between their missing teeth and their radiant smiles, coupled with their authentic use of Nigerian pidgin and slang, creates a memorable and impactful message that resonates with the target audience.

 With its fresh perspective, cast, and locally relevant messaging, Colgate’s commercial has set a new benchmark for creative excellence in Nigerian advertising. It has challenged conventions by embracing a bold, child-centric approach, that will leave great impact and promote recall.

Colgate has undoubtedly set a new benchmark for crafting innovative campaigns, and it is sure to inspire other brands to push the boundaries of creativity and embrace bold, culturally relevant storytelling. Bravo, Colgate, for reminding us all that with a radiant smile, ‘na to do yanga’ indeed!