Colgate celebrates love that’s made to last with Colgate Keep Valentine’s Day limited edition

Published On
Feb 14, 2023
AA 20230214 Colgate VMLY&R Lead In


Probably the hottest Valentine’s Day gift this year? A Colgate keep, of course.

Celebrating the most romantic day of the year, Colgate has launched a guerrilla influencer activation highlighting their reduced plastic toothbrush, made with replaceable brush heads and a premium metal handle designed to last a lifetime*.

Inspired by the insight that a relationship starts to get serious when you leave a toothbrush at their place, Colgate has showcased a limited edition ‘Keep’ for the one you want to keep.

Developed through a combined team effort across VMLY&R’s offices in Paris, Lisbon, New York and Mexico, and in collaboration with illustrator Júlio Dolbeth, the activation has been shared with influencers across Portugal, Spain.

The campaign aims to draw attention to the Colgate Keep, currently sold across various European markets; Colgate’s revolutionary manual toothbrush that reduces plastic going into landfills whilst helping you keep a healthy smile, leveraging the brands most advanced toothbrush heads.

The toothbrushes used in the activation have been wrapped in specially designed packaging that opens like a ring box and features engraved messages on the handles such as ‘brush with me forever?’ and ‘we’re made to last’. It’s currently winning hearts on social and we can’t wait to see who our influencers choose to ‘Keep’ this Valentine’s.

Although the bespoke version has been shared to influencers only on this occasion, the campaign highlights Colgate’s recent less plastic alternative to consumers in Europe – a metal handle you keep, that lasts a lifetime* and replaceable heads you swap.

*when used properly.

Image 1

image 2

image 3