Colgate and Bluemarlin collaborate on digital educational oral care campaign

24 Nov 2023 --- Colgate collaborates with brand acceleration agency Blumarlin to launch a new brand system of toothpastes and toothbrushes complementing its educational programs for children.

The collaboration addresses the challenge many parents face when encouraging their children to prioritize tooth brushing over fun activities, turning bedtime routines into stressful moments. The focus lies in making tooth brushing an enjoyable and informative part of every child’s daily regimen while assuring parents of optimal care provision.

“We’ve made it easier for children from nought to nine and their parents to find the perfect products for their needs, clearly indicating age suitability and highlighting key benefits across the portfolio,” says Bluemarlin designer Josh White, who led the packaging project.

Bluemarlin’s work integrates real-life oral care products with the digital realm.“We’ve developed a brand world that connects with characters from Colgate’s Smile O’Clock multiplatform educational campaign, which works to engage kids and reassure parents.”

Recognizing the tech-savvy nature of both target consumer groups — Millennial parents inclined toward online research and the constantly connected Gen Alpha — Bluemarlin’s work integrates real-life oral care products with the digital realm by enhancing connectivity through visual assets and QR codes that link to online experiences.

“Bluemarlin’s brand development works perfectly with our wider digital world, helping us bring to life Colgate’s brand promise whilst helping kids and parents improve oral health habits,” says Ihtiander Muggia, Colgate director Europe.

“We looked to Bluemarlin to bridge the gap between parents and children, making oral hygiene a more enjoyable and less dreaded part of their daily routine,” she adds. “Bluemarlin has helped us create a unified, engaging brand world for parents and children, fostering a lifelong commitment to oral care.”

“The creative team has captured the energy and vibrancy of our brand – essential for our target demographic.”

The oral care industry is seeing an increasing number of start-ups launch “innovative and fun” products that especially attract Gen Z and millennial consumers, as highlighted in data by Innova Market Insights.

Personal Care Insights recently explored new advancements in the oral care category, which feature microbiome-balancing probiotics, tablet formats (natural mouthwash and toothpaste) and fluoride alternatives that can be swallowed.

Edited by Benjamin Ferrer

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