Colgate made its debut as a sponsor on Big Brother Naija and what an entrance it was! The brand came with a clear mission of raising awareness about oral care, not just for the housemates but also for the millions of viewers glued to their screens.

From the day the show premiered, it was clear Colgate meant business as there were visual cues which served as constant reminders of the brand’s promise of fresh breath , zero cavities, and strong teeth from their creative branding of stools shaped like teeth and the pool table that boldly displayed “Yanga with Your Smile” message where the housemates spent a lot of time.

The brand’s impact wasn’t just confined to the branding of items in the big brother house as the housemates received both Herbal and Maximum Cavity Protection toothpaste variants that helped maintain their oral care with strong teeth and bright smiles that the viewers at home couldn’t miss it.

In fact, one of the show’s subtle triumphs was getting people to rethink their attitude towards oral health as many viewers previously had the notion, “No tooth ache, no problem,” but Colgate’s involvement this year brought to light the importance of proactiveness when any dental issues arise.

Also, during ad breaks, Colgate’s “Let’s Have a Talk” commercial featuring adorable children with gapped smiles taking the front seat in reminding adults the need to brush regularly to avoid permanent tooth loss unlike them that could still grow back theirs. It was a subtle, yet powerful nudge to viewers of the show the need to take their oral hygieneseriously, with a mix of charm and wit that felt both relatable and impactful.

The brand’s task day perfectly utilized all the eyeballs that came on the show by designing a brand-themed task which creatively promoted oral care and emphasised the importance of good oral habits. The task involved a combination of oral hygiene questions and fun physical activities, making it both educational and entertaining.
In the digital space, conversations also lit up around the brand, especially with the incentivized trivia that tested the oral care knowledge of the viewers, on X (formerly Twitter).

The community space of Olori Supa Girl was sponsored by the brand, and it buzzed weekly with lively commentary and hot takes on Colgate’s presence in the house, activity and events.

To cap it all, Colgate didn’t stop once the cameras were switched off in Big Brother’s house and the show was over, the brand still extended their education on the importance of good oral hygiene by taking the housemates on a special treat of free teeth scaling and polishing.


This was a thoughtful move that further showcased their commitment to long-term dental health. Colgate didn’t just sponsor a show, the brand successfully leveraged the platform to communicate why good oral care should be a lifestyle for the audience.