Colgate reimagines HK icons in limited-edition 'sentiments' collection

Celebrating over two centuries of heritage, Colgate is launching its "Hong Kong Sentiments" limited-edition collection. Moving beyond archival imagery, this series reinterprets the city's essence through a vibrant, spirited design language that captures the nuanced details of contemporary local life.

By artfully capturing the leisurely pace of the Star Ferry, the luminous skyline of Victoria Harbour, and the exuberant atmosphere of the Cheung Chau Bun Festival, Colgate has distilled these iconic silhouettes into minimalist designs, seamlessly integrating the spirit of Hong Kong into the daily oral care experience.

Through this distinctive design, Colgate aims to imbue the daily routine with a sense of the city’s singular charm and vitality. By celebrating these refined details of local life, the collection serves as a daily reminder for consumers to cherish their heritage while prioritising professional oral health.

Colgate’s ultimate vision is to empower the people of Hong Kong to showcase their most healthy and confident smiles, embracing each day with a revitalised spirit and a profound appreciation for the city’s vibrant narrative.

Available from early 2026, this series reimagines iconic local landmarks through a lens of vibrancy and youthful creativity. Through this campaign, Colgate aims to empower citizens to preserve their cherished memories of Hong Kong and embrace the New Year with a healthy, confident smile.

By integrating these miniature city icons into premium toothbrush design, Colgate is also introducing a 'blind box' concept, featuring the "miniature landmark" collectible series. This initiative seeks to transform the essential daily routine into an immersive journey of urban exploration, blending nostalgic sentiment with the element of surprise.

Each intricately crafted model artfully replicates Hong Kong’s iconic landmarks while playfully incorporating elements of Colgate’s signature oral care products. Beginning 2 January, customers will receive one complimentary blind box upon purchasing any 'Hong Kong sentiments' themed products or any Colgate/Plax products.

To bring on the momentum, Colgate will deploy a series of large-scale, toothbrush-themed '3D posting box' installations across Hong Kong, Kowloon, and the New Territories from 9 January to 22 February. These interactive landmarks, alongside a series of 'Hong Kong sentiments' pop-up brand activations, are designed to engage the public in the heart of the city's busiest districts. These installations will showcase two exclusive commemorative designs: the "Tramway Heritage" edition and the "Victoria Harbour" edition.

Members of the public are invited to capture creative photography with their miniature collectibles and share these moments of nostalgia and confident smiles across social media platforms. Visitors are invited to participate in these immersive experiences, where they can collect exclusive postcards and promotional vouchers.

Promotional activations

As part of the campaign, from 10 January to 24 January 2026, Colgate will host a series of promotional activations across four strategic urban hubs, including Tseung Kwan O, Ma On Shan, Aberdeen, and Tsuen Wan West. In a significant show of support for community wellness, in the upcoming Standard Chartered Hong Kong Marathon, Colgate is also setting up a dedicated cheer point in Tin Hau station to energise participants and spectators alike.

These events will centre on four interactive highlights: large-scale landmark installations and mascot for public engagement, the distribution of commemorative Hong Kong sentiments postcards and product vouchers, and an exclusive opportunity to redeem a Colgate Total Plaque Release Toothpaste 18g upon presentation of a same-day purchase receipt.

Through these vibrant initiatives and its marathon cheering event, Colgate seeks to integrate oral health awareness into the community's active lifestyle, encouraging everyone to embrace challenges with a confident.

To expand the reach of this campaign and share its energy with every corner of Hong Kong, Colgate is launching a series of breathtaking surrealist social media content. Designed to ignite online conversation through powerful visual impact, the campaign features larger-than-life "Hong Kong Sentiments" toothbrushes and oversized miniature landmarks.

These visuals use a stunning scale to transform familiar urban silhouettes into extraordinary spectacles, perfectly embodying the brand's unique philosophy: "Minimising city landmarks, maximising healthy smiles." By bringing an unprecedented level of visual entertainment to the city, Colgate encourages the public to immerse themselves in this whimsical experience while showcasing their most confident and healthy smiles.

MARKETING-INTERACTIVE has reached out to Colgate for more information. 

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