Colgate Collage

“Confidence is Community!”

The College Colgate Cup

“Which school is the freshest?”

Colgate

Colgate isn't just about oral health—it's about the moments that make you smile.

The Colgate Collage

Big Idea: Turn the act of smiling with friends into a shareable moment and permanent campus installation.

Target Audience: 18-22

Cultural Truth:

  • College students are in constant "getting ready" mode

  • Friend groups are everything in college

  • Gen Z craves authentic representation and rejects "perfect" beauty standards

  • Physical keepsakes matter

  • Students want to feel part of something bigger than themselves

PROBLEM???

Why This Works: By reframing oral care around smiles (the social outcome) vs. brushing (the private behavior), we make Colgate relevant to the moments college students actually care about - being with friends, feeling confident, and being part of campus culture.

The campus photo booth activation that transforms diverse smiles into community.

The Core Activation

Physical Experience:

  • Branded photo booth in high-traffic campus locations

  • Students and friend groups take photos together

  • Instant print-outs (Polaroid/Kodak instant format)

  • Two copies: One for them to keep, one gets added to the growing campus collage

  • Along with photo: Colgate product kit (travel toothbrush, toothpaste, maybe floss or mouthwash)

  • Large evolving installation.

  • “Show us your 8am smile”

  • Digital Gallery + More

  • Incentives!

The Colgate Collage

The campus photo booth activation that transforms diverse smiles into community.

Creators

Platforms + Executions

Partnerships & Amplification

Measurable Outcomes & Success Metrics

"Smile Showdown: The College Colgate Cup"

Big Idea: Turn oral care into the most unexpected campus rivalry competition of the year - where schools compete for bragging rights, prizes, and the title of "freshest campus in America."

Target Audience: College students aged 18-22, particularly at schools with strong rivalries and athletic/school pride culture

Cultural/Behavioral Truth: College students will do ANYTHING for school pride

Real-World Precedent:

  • The "beer consumption before College World Series" rankings go viral EVERY year

Why This Works: We're taking something low-stakes (oral care) and making it high-stakes (school pride). The competitive element transforms participation from "I guess I'll engage" to "WE HAVE TO WIN THIS."

The Colgate Cup

The Competition

Phase 1: Championship Bracket Announcement (Pre-Season Hype)

Phase 2: Monthly Challenge Releases (The Competition)

Challenge 1: "Fresh Breath Before the Big Game"

Challenge 2: "Most Unhinged Oral Care Moment"

Challenge 3: "School Pride Smile"

Challenge 4: "Roast Battle"

Challenge 5: "Finals Week Survival"

Phase 3: Voting & Advancement (Community Engagement)

How Winners Are Determined:

  1. Social Engagement

  2. Creator Panel

  3. Colgate Team

Phase 4: The Championship (Grand Finale)

The Final Showdown: Top 2 schools compete for the Colgate Cup

Creators

Platforms + Executions

The Colgate Cup

Measurable Outcomes & Success Metrics

Colgate Collage: This concept creates intimate moments of connection on campus, positioning Colgate as a brand that celebrates community and confidence through shared experiences.

Colgate Cup: This concept taps into the competitive, chaotic energy of college culture, making oral care part of school pride and rivalry - something students will actively fight for, not just passively engage with.

One concept makes students WANT to participate because of belonging. The other makes students HAVE to participate because of competition.

WHY?

WHY?