The Colgate ‘Hear Gear’ campaign addresses an overlooked challenge faced by Deaf and hard of hearing athletes in Australian Rules Football: conventional protective headgear, while designed to absorb impact, inadvertently muffles vibrations essential for hearing implants. By collaborating with sports equipment manufacturer Steeden, Colgate has developed specialized headgear with engineered padding that accommodates and channels sound to hearing implants. This innovation not only maintains essential protection but also facilitates a more inclusive sporting experience.
The campaign’s brand proposition centers on inclusivity and empowerment, reinforcing Colgate’s broader commitment to fostering optimism and well-being through its ‘Smile Strong’ platform. It positions the brand as one that transcends traditional personal care products, delivering meaningful social impact by ensuring athletes with hearing impairments can participate fully and safely in team sports.
From a market strategy perspective, the campaign leverages a genuine insight into the intersection of sports safety and accessibility, targeting Deaf and hard of hearing athletes who often face barriers to equal participation. The creative approach integrates functional product innovation with symbolic design elements—such as sound-representative lines on the headgear—that visually communicate the channeling of sound, enhancing narrative resonance. By funding the initial production run, Colgate not only demonstrates authentic corporate responsibility but also creates a tangible market offering that aligns with their inclusive brand ethos, differentiating them within the personal care category. The partnership with VMLY&R and Steeden further grounds the initiative in credible expertise and sport-specific contexts, enhancing its relevance and potential impact within the Australian market.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign clearly foregrounds the real, unique issue faced by deaf and hard-of-hearing athletes: standard headgear blocks the vibrations needed for hearing implants, making sports participation less inclusive. The introduction explains the problem in detail and then reveals 'Hear Gear' headgear as the direct solution, emphasizing its innovative design that accommodates and channels sound to the implant. There’s a strong problem-solution arc at the heart of the narrative, rather than symbolic representation, testimonial, or a story-driven journey, making FORMAT#2 the most fitting.
1. Sensodyne – Market Positioning
Sensodyne positions itself as the specialist brand for sensitive teeth, focusing on providing scientifically backed, dentist-recommended oral care products that relieve pain and protect teeth. Its strategic angle centers on expert credibility and targeted solutions for consumers with specific dental needs, emphasizing comfort and protection.
2. Oral-B – Market Positioning
Oral-B is positioned as a technologically advanced oral care brand offering innovative dental hygiene tools such as electric toothbrushes and floss. It differentiates through clinical research partnerships and a focus on superior cleaning performance, appealing to consumers seeking premium, high-tech oral care solutions.
3. Colgate Total – Market Positioning
As Colgate’s own flagship line, Colgate Total is positioned as a comprehensive, everyday oral care solution that delivers multiple benefits including cavity protection, gum health, and breath freshening. The brand leverages broad appeal and trusted efficacy supported by extensive research.
4. Aquafresh – Market Positioning
Aquafresh differentiates itself through its triple protection formula targeting cavity prevention, fresh breath, and healthy gums. Its colorful packaging and family-friendly image appeal to a broad demographic looking for effective, affordable oral care with a focus on freshness and fun.
5. Arm & Hammer – Market Positioning
Arm & Hammer is known for its unique baking soda-based dental products, promoting natural whitening and deep cleaning. It positions itself as an affordable, eco-conscious choice offering effective, tooth-friendly formulations that appeal to health- and value-conscious consumers.
Q: What is Colgate x VMLY&R and Steeden – Hear Gear about?
A: Colgate x VMLY&R and Steeden – Hear Gear is a 2023 Australian campaign created by VMLY&R Australia and New Zealand in partnership with sports equipment manufacturer Steeden. It addresses the challenge faced by Deaf and hard of hearing Australian Rules Football players whose hearing implants are hindered by conventional impact-absorbing headgear. The campaign introduces Hear Gear, a specially designed protective headgear with engineered padding that channels sound vibrations to hearing implants while maintaining safety. Colgate funded the first production run, reinforcing their commitment to inclusivity and equal opportunity in sport through their Smile Strong platform.
Q: What creative device does Colgate x VMLY&R and Steeden – Hear Gear use?
A: Colgate x VMLY&R and Steeden – Hear Gear employs FORMAT#2 SHOW THE PROBLEM from Clapboard’s 12-format taxonomy. This creative device foregrounds a specific, relatable problem—in this case, how standard headgear blocks vibrations essential for hearing implants—and then presents the Hear Gear headgear as the direct solution. The campaign uses a clear problem-solution narrative rather than relying on symbolic representation or testimonials, making the innovation and its impact immediately understandable and relevant to the target audience.
Q: What is the campaign proposition for Colgate x VMLY&R and Steeden – Hear Gear?
A: The campaign proposition for Colgate x VMLY&R and Steeden – Hear Gear centers on inclusivity and empowerment by addressing a unique barrier faced by Deaf and hard of hearing athletes in Australian Rules Football. Colgate positions itself as a brand that goes beyond personal care to create meaningful social impact, ensuring hearing-impaired players can participate fully and safely. By funding the production of specialized headgear that channels sound to hearing implants, the campaign aligns with Colgate’s Smile Strong platform, emphasizing optimism and equal opportunity within the sports safety and accessibility market.
Q: How does Colgate x VMLY&R and Steeden – Hear Gear rank in Clapboard's archive?
A: Colgate x VMLY&R and Steeden – Hear Gear holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. It indicates the campaign’s effectiveness in addressing a specific social issue through innovative product design and strategic brand positioning within the personal care and sports inclusivity categories.
Q: Who are the competitors in Colgate's category?
A: In Colgate’s personal care category, key competitors include Sensodyne, which positions itself as a specialist brand for sensitive teeth offering scientifically backed, dentist-recommended products focused on comfort and protection. Oral-B differentiates through technologically advanced dental hygiene tools and clinical research partnerships, appealing to consumers seeking premium innovation. Colgate Total serves as Colgate’s flagship line, delivering comprehensive everyday oral care benefits with broad appeal. Aquafresh targets family-friendly affordability with a triple protection formula emphasizing freshness and fun, while Arm & Hammer offers natural whitening and deep cleaning through baking soda-based products, appealing to health- and value-conscious consumers.
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