“We are incredibly proud to unveil the next evolution of the incredibly successful Colgate Optic White Purple franchise with our social-first ‘Purple Café’ K-Drama series”, said Samir Singh, EVP Marketing, Colgate-Palmolive, Asia Pacific. ” We recognise that the way people consume media and content has dramatically changed, especially on TikTok. Our campaign takes our association with Korean beauty and culture to a whole new level, presenting our product not just as a beauty essential, but as a pivotal character that transforms our influencer protagonists’ confidence in fun, cheeky ways.”
Influencer-Led Episodic Story-telling
The six-part series stars top Asian influencers instead of traditional actors, reimagining classic K-Drama tropes like awkward blind dates and judgmental relatives. In each episode, Colgate Optic White Purple acts as the narrative catalyst, transforming social friction into empowered confidence. The product is seamlessly integrated into each episode, driving both the plot and the protagonists’ transformations.
AI Integration to Democratise Story-telling
In a TikTok-exclusive partnership, the campaign invites consumers to script their own narratives to “one-up” AI-generated antagonists. This initiative democratises storytelling emphasising the belief that human creativity can often outsmart artificial intelligence.
Watch the full episodic series and discover the transformative power of Colgate Optic White Purple on Colgate Thailand (Tik Tok), Colgate Philippines (Tik Tok), Colgate Malaysia (Tik Tok).
Campaign Credits:
Colgate Palmolive:
- Samir Singh, EVP Marketing, Asia Pacific
- Wen Zhu, Sr. Director, Marketing APAC
- Anaswar Rajagopal, Director, Marketing APAC
- Liz Yang, Senior Brand Manager APAC
- Kenny Choo, Head Content Lab, APAC
- Jacinta Francis, Content Production Manager, APAC
- Katelyn Chen, Senior Digital Art Director, APAC
- Audrey Lee, Shopper Design Manager, APAC
WPPCP / WPP Media / WPP Production / Ogilvy ANZ:
- Sarah-Leith Izzard, Chief Creative Officer, Ogilvy Group Hong Kong
- Ken Kaneko, Senior Art Director APAC, WPPCP
- Oliver Samuelson, Copywriter, WPPCP
- Daniel Cullen, Executive Director APAC, WPPCP
- Kunal Rasania, Business Director, APAC, WPPCP
- Mark Tan, Associate Account Director, WPPCP
- Ines Rubio, Associate Strategy Director, WPPCP
- Vidhyadhar Kale, President – Client Solutions, WPP Media
- Pranay Shah Singh, APAC Strategy Partner, WPP Media
- Rana Mughees Nawaz, APAC Regional Strategy Director, WPP Media
- Benjamin Lee, Senior Regional Manager, Strategy & Planning, WPP Media Singapore
- Brenda Ho, Director, Social and Influence Strategy, Ogilvy PR ANZ
- Ben Hickey, Head of Consumer Health, Ogilvy PR ANZ
- Andrea Rutgers, Senior Social Specialist, Ogilvy PR ANZ
- Siyoung Sung, Business Director, Ogilvy Korea
- Minchae Kwak, Account Executive, Ogilvy Korea
- Jacinta Loo, Head of Moving Image, WPP Production Singapore
- Renee Lim, Integrated Producer, WPP Production Singapore
- Shu Pin Lee, Head of Office, WPP Production Singapore
- Zivy Johnson, Head of Production, WPP Production Australia
- Raphael Ruz, Head of Product & Innovation, WPP Production Australia
- Ben Wallace, Senior Content Producer, WPP Production Australia
- Sam Martin, Craft Lead, WPP Production Australia
- Sudarshan Raghunathan, Gen AI Creative Director, WPP Production Chennai
Production
- Production House, Whynot Media Co., Ltd
- Director, Gyubin Lee
- DOP, Sado Choi
- Screenwriter, Surin Song
- Head of Production, Sohee Cho
- Executive Producer, Minseok Lee
- Project Manager, Songhee Ko (Grace)
Full List of Creator Talent Involved in the Purple Café K-Drama Films
Philippines
- Andrea Nicole
- IG: @Andweaso
- TT: @andweaso
- Evan Tan
- IG:@evantan
- TT: @itsevantan
Malaysia
- Malle Christian Anderson
- IG: @millehchristian
- TT: @mallechristian
- Siti Khadijah Halim
- IG: @sitikhadijahhalim
- TT: @sitikhadijahhalim
Thailand
- Baby Jingko
- IG: @babyjingko
- TT: @babyjingko
- Cute Kiw
- IG: @cutekiw
- TT: @cutekiww
Hashtag: #Colgate
The issuer is solely responsible for the content of this announcement.
About WPP CP
WPP CP is a bespoke WPP agency team dedicated to Colgate-Palmolive, bringing together the best talent and capabilities from across WPP’s agencies to deliver integrated, effective, and innovative marketing solutions.
About Colgate-Palmolive
Colgate-Palmolive is a leading global consumer products company, focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under internationally recognised brand names.
