–
Colgate
Brightening smiles, expanding possibilities
Making big bets that paid off for Optic White
The Challenge
With Optic White, Colgate turned a whitening toothpaste into a beauty icon.
The next step? Expanding strategically, creating irresistible new offerings that sustain momentum, elevate the brand, and win at the premium tier.
What We Did
Product Innovation
Portfolio Expansion
Trends
.png)
No items found.
The Success
We helped Colgate chart bold new frontiers for Optic White, moving far beyond traditional whitening.
For Renewal, we developed the killer claim, "erases 10 years of stains," tapping into an older audience's concern with yellowing more than whitening, which quickly became one of Optic White’s biggest wins. From there, we guided the brand into next-gen whitening solutions: the Overnight Pen, a comfortable alternative to strips that works while you sleep; and professional-level innovations like the Whitening Pen and LED Tray that deliver dazzling results.
.png)
–