Colgate turns HK café into ‘Teeth whitening lab’ pop‑up

Colgate has launched an immersive campaign for its Optic White brand, converting a café in Hong Kong’s Tsim Sha Tsui district into an immersive pop‑up experience designed to explain the science behind professional teeth whitening. The activation, named the “Dental‑grade teeth whitening lab”, runs from 11 April to 11 May at the café “HOW to Live Well.”

The initiative seeks to address a common consumer tension: the enjoyment of coffee and the concern over dark, stubborn stains and yellowing of teeth. By framing the pop‑up as a laboratory‑style environment, Colgate aims to position hydrogen peroxide, highlighted as the preferred whitening ingredient among dentists in Hong Kong, as the professional standard for whitening.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Colgate said the initiative aims to reinforce Colgate’s leadership as Hong Kong’s number one whitening toothpaste brand, supported by a comprehensive portfolio designed to meet evolving consumer whitening needs. The campaign has been brought to life in partnership with agencies including Wavemaker, Chillster and RSVP.

“The collaboration allows us to engage the younger generation through culturally relevant lifestyle occasions, driving awareness and product trial in a meaningful way,” added the spokesperson. “By integrating Colgate Optic White into everyday coffee moments, we reinforce a simple message: with the right professional care, consumers never have to choose between their passion for beverages and a bright, confident, ‘zero-distance’ smile.”

As part of the campaign, local Canto‑pop singer Kaho Hung has been invited to act as “one‑day store manager” on 18 April. Known for his signature “zero‑distance” bright smile, Hung will lead guests through a sensory journey of coffee and professional whitening excellence, sharing how he maintains a camera‑ready, bright smile amidst his hectic schedule using this dentist‑preferred whitening solution.

The spokesperson said Hung’s image aligns seamlessly with Colgate’s brand values of confidence and credible whitening expertise. As a well-recognised Canto-pop star with a highly positive and approachable public image, Hung is strongly relatable to the brand’s target audience, particularly younger consumers. “Importantly, his confident, bright white smile authentically embodies the benefits of Colgate Optic White and reinforces our professional whitening proposition, powered by hydrogen peroxide.”

To engage with visitors, Hung will also craft a signature drink, the White Cloud Apple Jasmine Brew. The beverage includes cocoa‑dusted Optic White motifs on foam and is served with a minty cream dispenser designed to resemble a toothpaste tube. Visitors are invited to add the cream themselves, simulating the whitening process. The brand has linked this interaction to Hung’s stated lifestyle motto: “Drink boldly, smile brightly.”

Meanwhile, the space features a range of installations to reflect Colgate’s authority and reinforce the reliability of HP. Among them is an interactive installation called the “Smile Phone”, equipped with a high‑definition camera for visitors to capture their own smiles. Attendees can also record voice messages for the singer, adding a personalised element to the experience.

The campaign also includes product‑focused incentives. Any beverage purchase at the café qualifies for an exclusive discount voucher for Colgate Optic White whitening toothpastes, which contain hydrogen peroxide. These vouchers are redeemable at major physical retailers and online stores.

To maximise reach, engagement and conversion, Colgate has adopted an omnichannel strategy spanning social media, print, online articles and out-of-home. Above-the-line activities include high-visibility outdoor placements and digital amplification to reinforce Colgate’s whitening authority. In addition, selected ATL executions incorporate a QR code-enabled coupon mechanism, seamlessly bridging offline exposure with online and in-store redemption to drive omnichannel demand generation and measurable conversion. Below-the-line initiatives focus on strong in-store presence and O2O activations to drive trial and purchase consideration.

Talking about the investment value, the spokesperson emphasised that this partnership represents a substantial strategic investment aimed at long-term brand building rather than short-term visibility. It is designed to establish a sustained presence within coffee and milk tea occasions.

“Through this long-term collaboration model, we are strengthening category leadership, accelerating penetration of our HP series, and reinforcing our competitive advantage in the premium whitening segment.”

Don’t miss: Colgate, HKDA and Mannings partner up for immersive health pop-up

In another pop-up launched in March, Colgate joined forces with the Hong Kong Dental Association and Mannings to launch Hong Kong’s first-ever TOTAL Periodontal Health Lab at Olympian City.

Running from 12 March to 18 March, the pop-up activation preceded World Oral Health Day (20 March) and aims to instil a “prevention over cure” mindset among the public. By encouraging proactive defence against periodontal disease, Colgate seeks to leverage its professional expertise to promote holistic health across Hong Kong’s community.

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