Statutory Section
We continue to lead the oral care category by introducing groundbreaking innovations that resonate with today's healthconscious and digitally savvy consumers. From disrupting the whitening market with Visible White Purple to redefining Colgate Total as the ultimate Health & Wellness brand, we are achieving remarkable growth through creativity, science, and consumer engagement.
Building on our strengths, helps us deliver stronger outcomes. This year, we recognized an opportunity to enhance Colgate Total’s leadership in everyday health & wellness oral care by aligning it with a new generation of health-conscious consumers. The core idea was to revitalize the brand and reiterate its superior, proactive 24-hour protection more effectively.
The brand underwent a complete overhaul, with a new logo and visual identity. The design focused on clean white tones symbolizing science, complemented by gold accents for premium appeal. Spectrum-inspired rays represented multi-layered protection. Colgate Total Advanced Health became the core offering, complemented by specialized solutions for dealing with sensitivity and tartar. The refreshed identity reinforced Colgate Total's leadership in oral care, making it more relevant to consumers seeking both science-backed efficacy and everyday wellness. The new look and product range enhanced consumer engagement and solidified the brand's position as a global oral care leader.
At CPIL, we remain committed to developing science-backed innovations that bring freshness and verve to people’s lives. This spirit of ingenuity also guides how we launch and promote our brands.
In 2024, we launched Visible White (VW) Purple, a toothpaste based on color theory: purple cancels yellow for a whiter-looking smile. Every single detail, right from the packaging to the purple nurdles and the foamy texture, were crafted for a unique experience. The launch focused on social media, and was further driven by influencer content. Actress Rashmika Mandanna featured VW Purple in her Get Ready With Me (GRWM) video, sparking a viral moment, amplified by paparazzi handles and influencer networks, garnering over 60 million organic views. The campaign also included digital takeovers on YouTube, Amazon Prime Video, Snapchat, and Disney+ Hotstar, along with interactive in-store displays.
Visible White (VW) Purple successfully disrupted the whitening category, generating substantial buzz and engagement. The campaign significantly increased trials, consumer interest, and brand momentum, driving tangible growth and revitalizing the brand's presence in the market.
