Colgate makes a big impact on Big Brother Naija-Punch

Colgate’s debut sponsorship on this year’s Big Brother Naija was as much of a surprise as the introduction of the duo concept of this year’s No-Loose-guard edition to the viewers of the reality TV show.
It was obviously a breath of fresh air to the usual way the show gained its charm amongst the viewers and they were eager to see how the show will turnout and how brands will leverage the platform to achieve their objectives.

Colgate didn’t just deliver in leveraging the platform perfectly, the brand innovatively set the standard of how Oral care brand can utilize the spotlight of the show to educate the audience about the importance of good oral care habit by not settling for just product placement but also creative branding of the iconic snooker board with their brand promise of Yanga with your smile to the stools shaped like teeth which reiterated the brands promise to both housemates and viewers.

The branding wasn’t only effective in spreading Colgate’s message; it also added an element of fun and engagement that attracted positive conversations on X from viewers of the show who made references to the activities that happened between the housemates.There was also constant provision of Colgate toothpaste in the bathroom which gave the housemates no excuse but to keep their teeth cavity free and smile minty great, thereby making good oral hygiene not just a priority, but also a lifestyle.
Meanwhile, outside the Big Brother house, Colgate’s sponsorship extended to digital space, particularly with the community of Olori Supa Girl on X. Each week, viewers could tune in on her space to catch up on the latest happenings in the house through fun and lively reviews of events and latest gist with Colgate’s backing.

The brand’s impact on the show cannot be discussed without mentioning Colgate’s task day. It was a memorable day for both the audience and housemates as the whole event was engaging and creatively executed, from the moment the housemates got their merchandise containing well-crafted emotional personalized messages, to their colourful and distinct outfits, to when they were divided into fun oral-care-inspired teams like Team Fresh Breath, Team Zero Cavity, team Yanga smile, team bright smile, team strong teeth, team healthy gum, team dental checks, team calcium in, and team gum protection.
Firstly, the housemates oral care and hygiene knowledge was put to test via Question and answer session before they proceeded to the fix the smile game which challenged their team work and communication ability before rounding it up with the obstacle course that required each team to advance through each phase at the least time to win. At the end of the task, Sooj and Chizoba (Team Fresh Breath) became victorious, winning both bragging rights and a stash of Colgate goodies.

As the task unfolded inside the Big brother house, social media platforms buzzed with conversations about Colgate’s innovative approach to the task, outfit for the housemates, and in no time #BBNColgatetask was trending on X where viewers debated which team would win and shared snapshots of the task activities on their social pages while tagging the brand’s official pages.
This year’s Big Brother Naija marks a successful entry into the world of reality TV sponsorship for Colgate because they made it educative, fun, interactive and engaging for the audience by subtly embedding their brand in the daily routines of the housemates and creating engaging conversations about good oral hygiene both in and out of the house.
Colgate has successfully left a lasting impression on both the Big Brother community and its audience with no doubt.
The results? Fresh smiles all around, thanks to Colgate.