LONDON — Ketchum has won the consumer PR brief to support Colgate’s new premium toothpaste, Max White Ultimate, after a five-way competitive pitch.

The London agency's brand team kicked off work on the account with the product’s launch at London Fashion Week in February.

In a partnership with fashion and print designer Richard Quinn, the team developed the #PoutFree campaign, with his models smiling rather than pouting on the catwalk (pictured), as well as designing gift bags for front row influencers. The campaign led to first-time coverage for Colgate in fashion and beauty publications such as Vogue, Elle and Wonderland.

As well as the London Fashion Week activity, the six-month campaign includes a macro and micro influencers programme, media partnerships and press office. The plan is for the UK project to be rolled out in other lead markets in Europe, including Germany, Italy and the Netherlands.

Ketchum practice director Rachel Rix told PRovoke: “We’re really excited to be working with Colgate-Palmolive on this innovative launch. It was such a compelling brief to tackle and we’ve thoroughly enjoyed bringing the #PoutFree campaign to life, encouraging people to show off their unique smiles. It’s a real pleasure for Ketchum to work with an iconic household staple like Colgate and help the brand to penetrate the beauty space. We’re looking forward to continuing the momentum as the campaign progresses.”

Colgate-Palmolive also works with H+K and BCW on public relations, as well as with WPP’s dedicated global integrated team, Red Fuse.