Colgate's sponsorship in this year's Big Brother Naija no-loose-guard show in Nigeria was an impactful experience for not only the brand but the housemates and also the audience.
From the moment the show kicked off, it was hard to miss the imprint of Colgate throughout the Big Brother house and did not feel like the brand's first time on the reality TV in anyway. The Big brother game room's snooker board was branded with the iconic Colgate logo and the brand's "yanga with your smile" slogan providing a constant visual reminder of the brand's promise of fresh breath, zero cavities, and confident smiles for the audience and housemates.
It was of no surprise to find the housemates drawn to the board, spending leisurely hours strengthening their bonds in the house.
But the brand's inhouse presence wasn't limited to just the game room, the housemates hit the oral hygiene jackpot throughout the duration of the show as they were greeted with an abundance of Colgate toothpaste in the bathroom which helped elevate their oral hygiene ensuring that their smiles stayed as bright as the cameras that captured them.
The major highlight of Colgate sponsorship came during the brand's task day, which happened on the sixth week of the reality TV show. The task wasn't just about promoting oral care alone; it was also an opportunity to showcase the importance of imbibing good oral hygiene habits using Colgate products. The no-loose-guard housemates were divided into pairs, each one representing a unique quality of the Colgate brand namely; Yanga smile, team bright smile, team fresh breath, team zero cavity, team strong teeth, team healthy gum, team dental checks, team calcium in, and team gum protection.
Before the games started, the housemates were given a box containing Colgate merchandise and cards containing oral care tips. They used the Colgate toothpaste to freshen up their smiles and then went through the oral care tips from the card.
The challenge was divided into three game segments of a combination of mental and physical; the first was a quiz game where the housemates’ knowledge was tested on different oral care and hygiene questions. The second was fixing a smile game and the third was the monkey bar game.
All through the activities of this game, teamwork was required from the housemates and they all delivered. The task drew conversations online which were majorly positively skewed alongside meme such as Ben unforgettable moment at the jaw bridge making the task memorable and shareable for the audience.
At the end of the task, team Fresh Breath, which included Chizoba and Sooj won the Colgate task, demonstrating Colgate's commitment to a fresh, clean mouth.
In conclusion, the sponsorship was a success for the brand because it set the standard for what an oral care brand can achieve on the Big Brother platform with their innovative approach of highlighting the importance of good oral hygiene to not only the housemates but also the audience by incorporating themselves as an integral part of the daily routines and fun-filled moments through strategic branding and engaging tasks.
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