When Colgate stepped into the Big Brother Naija house for the first time this season, it didn’t just bring toothpaste; it introduced innovation, creativity, and a fresh approach to oral hygiene education for Nigerians. As a premium brand under the Tolaram Group, Colgate effectively conveyed its message of zero cavities, fresh breath, and “yanga” smiles, blending seamlessly with the high-energy, entertainment-packed atmosphere of the show.
The “Let’s Have a Talk” commercial aired during ad breaks and cleverly highlighted the importance of good oral hygiene. Featuring children with gapped smiles, it reminded viewers that while missing teeth may be charming in kids, adults face permanent tooth loss if they neglect their dental care. This powerful message stemmed from research revealing that 60% of Nigerians over 35 have lost a tooth due to poor oral hygiene, often because of a tendency to overlook problems until they become unmanageable.
Colgate’s presence in the Big Brother house was impossible to miss from the start. A snooker board adorned with Colgate’s logo and the “Yanga with your smile” message prominently featured in the game room, while stools designed to resemble giant teeth were strategically placed for housemates to use. These playful yet functional branding elements served as constant reminders of the importance of oral hygiene. Throughout the season, Colgate ensured that housemates maintained their dental health with a steady supply of its premium toothpaste variants, both Maximum Cavity Protection and Herbal, ensuring everyone sported a dazzling smile on camera.
In week six, Colgate took center stage with a special task that emphasized the importance of good oral hygiene habits. Before the games began, housemates received boxes filled with Colgate merchandise and cards containing oral care tips. They used Colgate toothpaste to freshen up their smiles before reviewing the tips provided.
The housemates were divided into pairs, adopting the catchphrase from Colgate’s TV commercial “Let’s Have a Talk.” They formed teams such as Team Strong Teeth, Team Zero Cavity, Team Fresh Breath, Team Yanga Smiles, Team Healthy Gums, Team Dental Checks, Team Gum Protection, Team Bright Smiles, and Team Calcium In.
The task consisted of three segments:
- Question and Answer Game: Housemates tested their knowledge on various oral care topics, earning 10 points for correct answers and losing 5 points for wrong ones. Each team had three minutes to answer 20 questions, and viewers participated by posting their answers on social media.
- Fixing a Smile Game: This two-minute challenge focused on communication and speed. Each team received a caricature face on a board, and one member guided the other behind the board to fix the smile using cardboard cutouts. Teams earned 10 points for completing the task correctly within the time limit.
- Obstacle Course: In the final challenge, housemates navigated a giant obstacle course while carrying a life-size toothbrush, collecting Colgate toothpaste from a machine, and brushing the teeth of a germ-riddled image. Each section had specific instructions and scores assigned.
The excitement of the task quickly spread on social media, with viewers supporting their favorite housemates. Team Fresh Breath, consisting of Sooj and Chizoba, emerged victorious, becoming the oral care champions of the house. The hashtag #BBNColgateTask trended on X the day after, as fans shared their favorite moments from the task, further solidifying Colgate’s success in creating an educational, fun, and entertaining experience.
Thanks to Colgate’s brilliant debut sponsorship, fresh breath and “yanga” smiles have become the new norm for housemates and viewers alike.