Colgate Optic White
x CMA
Celebrity Relationships • Packaging Design • In-Store Experience • Social • Digital • Video
Colgate’s newest Optic White launch deserved the spotlight—so we gave it one, alongside country star Jana Kramer. For the third year in a row, Colgate® Optic White® partnered with the Country Music Association to tap into the energy of “The 50th Annual CMA Awards” and celebrate this milestone moment in country music. With celebrity partners like Jana Kramer, we brought fans behind the scenes with exclusive beauty tips—like how to turn red-carpet glam into everyday style. The campaign came to life across in-store displays, social and digital creative, and a series of activations that kept the brand shining long after the curtain closed.
To showcase the true power of Colgate Optic White®, we partnered with celebrity talent ahead of the CMA Awards to make sure they were camera-ready from every angle. The campaign centered around bright, confident smiles fit for the red carpet—because under those lights, there’s nowhere to hide.
Timed around country music’s biggest night, the partnership positioned Colgate Optic White® as part of these celebrities’ glam routines. To extend the experience beyond the red carpet, we created in-store displays across major retailers that brought the energy and excitement of the awards directly to shoppers. Paired with social and digital activations, the campaign lived both on and off the carpet—building anticipation for the event while turning everyday shopping moments into part of the celebration.
