Zhonghua: Smiles in the Spotlight

Zhonghua, a Chinese toothpaste brand, promoted its new yellow teeth concealer pen among Chinese consumers by partnering with a popular reality show and getting contestants to use its pen in moments they needed to shine.

Campaign video: Zhonghua – Smiles in the Spotlight

Credits

Media agency: PHD Shanghai Planning Team: Olivia Fu Social Team: Parker Huang

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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