Campaign details

Brand: Zhonghua White Now
Brand owner: Unilever
Lead agency: PHD China
Contributing agencies: Tencent Video
Country: China
Industries: Oral health
Media channels: Product placement, Social media, Sponsorship - media, Television
Budget: 3 - 5 million

Executive summary

In China's image-obsessed society, where having discoloured teeth is a genuine cause of anxiety for many, toothpaste brand Zhonghua transformed from being a trusted heritage brand playing catch-up with modern society and secured its place in the saturated toothpaste category as well as the cosmetics category.

In a collaboration with reality TV show Produce 101 that included product placement, Zhonghua demonstrated its efficacy as a 'make-up for smiles', leading to significant gains across brand and image metrics.

Market background and cultural context