MANILA, PHILIPPINES — Colgate-Palmolive’s Tender Care has just launched its newest campaign, “UNBOX THEIR WORLD.” The first major equity effort from the brand addresses Filipino parents’ heightened sense of overprotection as they grapple with post-pandemic reality.
The brand’s message encourages parents to let their children explore and learn while feeling secure with the help of parents’ ally in protection, Tender Care.
The campaign launched with an equity film, which is gaining traction among Filipino mothers online. Edith Marquez-Reyes, Colgate-Palmolive VP of Marketing, noted, “After the challenges of the pandemic, many of us naturally became more protective of our kids, making sure they’re always safe. But with Tender Care, we’re saying: let’s unbox. Let’s let life be more enriching. Addressing overprotectiveness in this era is a courageous stance for the brand. We’re here to reassure parents that care and exploration can go hand-in-hand.”
Joe Dy, Chief Creative Officer for VML Philippines, said, “The Tender Care brief wasn’t just another campaign for us. It was a tough but exciting challenge that the team eagerly took on. This was something we wanted to nail for the brand and Filipino parents. We want to do more than just talk – we believe we need a fresh approach if we seek to disrupt perspectives and reassure parents that kids can safely explore their world.”
Edith added, “Parents’ post-pandemic concerns are valid. Yet, it’s essential for kids to experience and grow. We’re here to support every step, ensuring enriching experiences for children and peace of mind for parents.”
