HONG KONG SAR - Media OutReach Newswire - 18 June 2026 - Colgate Optic White Purple today launched 'The Purple Café', an APAC-wide social-first campaign. Expanding its K-Beauty footprint, the brand is moving beyond traditional advertising into episodic storytelling across TikTok and major regional markets.

"We are incredibly proud to unveil the next evolution of the incredibly successful Colgate Optic White Purple franchise with our social-first 'Purple Café' K-Drama series", said Samir Singh, EVP Marketing, Colgate-Palmolive, Asia Pacific. " We recognise that the way people consume media and content has dramatically changed, especially on TikTok. Our campaign takes our association with Korean beauty and culture to a whole new level, presenting our product not just as a beauty essential, but as a pivotal character that transforms our influencer protagonists' confidence in fun, cheeky ways."

Influencer-Led Episodic Story-telling

The six-part series stars top Asian influencers instead of traditional actors, reimagining classic K-Drama tropes like awkward blind dates and judgmental relatives. In each episode, Colgate Optic White Purple acts as the narrative catalyst, transforming social friction into empowered confidence. The product is seamlessly integrated into each episode, driving both the plot and the protagonists' transformations.

AI Integration to Democratise Story-telling

In a TikTok-exclusive partnership, the campaign invites consumers to script their own narratives to "one-up" AI-generated antagonists. This initiative democratises storytelling emphasising the belief that human creativity can often outsmart artificial intelligence.

Watch the full episodic series and discover the transformative power of Colgate Optic White Purple on Colgate Thailand (Tik Tok), Colgate Philippines (Tik Tok), Colgate Malaysia (Tik Tok).

Campaign Credits:

Colgate Palmolive:

Samir Singh, EVP Marketing, Asia Pacific

Wen Zhu, Sr. Director, Marketing APAC

Anaswar Rajagopal, Director, Marketing APAC

Liz Yang, Senior Brand Manager APAC

Kenny Choo, Head Content Lab, APAC

Jacinta Francis, Content Production Manager, APAC

Katelyn Chen, Senior Digital Art Director, APAC

Audrey Lee, Shopper Design Manager, APAC

WPPCP / WPP Media / WPP Production / Ogilvy ANZ:

⁠Sarah-Leith Izzard, Chief Creative Officer, Ogilvy Group Hong Kong

Ken Kaneko, Senior Art Director APAC, WPPCP

Oliver Samuelson, Copywriter, WPPCP

Daniel Cullen, Executive Director APAC, WPPCP

Kunal Rasania, Business Director, APAC, WPPCP

Mark Tan, Associate Account Director, WPPCP

Ines Rubio, Associate Strategy Director, WPPCP

Vidhyadhar Kale, President - Client Solutions, WPP Media

Pranay Shah Singh, APAC Strategy Partner, WPP Media

Rana Mughees Nawaz, APAC Regional Strategy Director, WPP Media

Benjamin Lee, Senior Regional Manager, Strategy & Planning, WPP Media Singapore

Brenda Ho, Director, Social and Influence Strategy, Ogilvy PR ANZ

Ben Hickey, Head of Consumer Health, Ogilvy PR ANZ

Andrea Rutgers, Senior Social Specialist, Ogilvy PR ANZ

Siyoung Sung, Business Director, Ogilvy Korea

Minchae Kwak, Account Executive, Ogilvy Korea

Jacinta Loo, Head of Moving Image, WPP Production Singapore

Renee Lim, Integrated Producer, WPP Production Singapore

Shu Pin Lee, Head of Office, WPP Production Singapore

Zivy Johnson, Head of Production, WPP Production Australia

Raphael Ruz, Head of Product & Innovation, WPP Production Australia

Ben Wallace, Senior Content Producer, WPP Production Australia

Sam Martin, Craft Lead, WPP Production Australia

Sudarshan Raghunathan, Gen AI Creative Director, WPP Production Chennai

Production

Production House, Whynot Media Co., Ltd

Director, Gyubin Lee

DOP, Sado Choi

Screenwriter, Surin Song

Head of Production, Sohee Cho

Executive Producer, Minseok Lee

Project Manager, Songhee Ko (Grace)

Full List of Creator Talent Involved in the Purple Café K-Drama Films

Philippines

Andrea Nicole

IG: @Andweaso

TT: @andweaso

Evan Tan

IG:@evantan

TT: @itsevantan

Malaysia

Malle Christian Anderson

Thailand

Baby Jingko

IG: @babyjingko

TT: @babyjingko

Cute Kiw

IG: @cutekiw

TT: @cutekiww

About WPP CP

WPP CP is a bespoke WPP agency team dedicated to Colgate-Palmolive, bringing together the best talent and capabilities from across WPP's agencies to deliver integrated, effective, and innovative marketing solutions.

About Colgate-Palmolive

Colgate-Palmolive is a leading global consumer products company, focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under internationally recognised brand names.

The issuer is solely responsible for the content of this announcement.

Hashtags: #Colgate