Colgate Visible White: SmileOutLoud with Colgate Visible White

Colgate Visible White, an oral care brand, enlisted Dolly Singh, Toshada Uma and Prarthana Jagan to be the key faces of #SmileOutLoud in India to position the brand as an integral part of the modern Indian women's daily beauty regimen.

The marketing objective

Teeth whitening is the No.1 oral care concern searched by Indians. This meant an opportunity to address this unmet need backed with the expertise of Colgate. Unlike regular oral care consumer needs, having a white-bright smile hinges more towards a cosmetic need. As an oral care brand, we needed to think differently and re-imagine the category to elevate the brand from oral care to the 'beauty' space.

The objective, therefore, was to launch Colgate Visible White (CVW) in the Whitening space and position it as an integral part of the modern Indian women's daily beauty regimen. The...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands