Colgate’s Memorable Journey on Big Brother Naija: A Review

October 21, 2024
Leadingdailies

This year, Colgate took its mission to promote good oral hygiene to a new level by partnering with Big

 Brother Naija, a powerful entertainment platform. Right from the start of the show, Colgate made a

 noticeable impact as the housemates entered the house. The brand's clever placement, including the tooth-

shaped stools, stood out immediately—capturing attention not only because they were fun but also

 because they aligned perfectly with Colgate's goal of promoting strong, healthy teeth.

The stools were a playful yet effective way to integrate the brand into the housemates’ daily lives. Colgate

 also made it easy for the contestants to maintain their oral health with a steady supply of their herbal

 and cavity protection toothpastes.

Beyond the house, Colgate kept engaging the show’s viewers and fans through digital campaigns,

 including weekly trivia tied to the house's activities and celebrating key moments of the housemates’

 journeys. The brand partnered with Olori Supa Girl on X to give fans a chance to stay updated on the

 Big Brother events while also staying connected to Colgate’s oral hygiene message. Olori Supa Girl’s

 witty commentary and fun recaps provided fans with a front-row seat to everything happening in the

 house, with a special focus on how Colgate was seamlessly involved.

Colgate truly shone in the sixth week of the show, with a task that highlighted the brand’s benefits in a

 creative and fun way. The task was divided into three sections, each showing how Colgate promotes

 fresh breath, strong teeth, and cavity prevention. As the housemates received their branded

 merchandise, online discussions buzzed about the thoughtful designs and personalized messages on

 the outfits. Teams were then formed, with names like Team Healthy Gum, Team Dental Checks, Team

 Calcium In, and others, each tasked with completing challenges that emphasized oral health.

The first challenge was a quiz about oral hygiene, followed by a timed "fix the smile" game, where

 teams had to complete a caricature face within two minutes. The final round involved an obstacle

 course where each team carried a giant toothbrush through various challenges, aiming to finish the

 fastest. In the end, Team Fresh Breath, made up of Sooj and Chizoba, emerged as the winners,

 securing their place as the brand’s champions.

Overall, Colgate’s debut as a Big Brother Naija sponsor was a resounding success. The brand's creative

 integration into the show—through product placement, tasks, and online engagement—effectively

 reinforced the importance of oral care in a fun and memorable way for both the housemates and the

 audience.