Colgate partnered with obé Fitness on an exciting promotion surrounding the smart electric toothbrush, hum. 

The partnership consisted of Colgate working with digital fitness platform obé to help people build healthy habits. Colgate worked with obé to bring co-branded content to the hum by Colgate app. 

obé created weekly short form workouts for the hum by Colgate app that allowed users to get their heart rate up in just 2 minutes which is the time people should be brushing their teeth. By participating in the obé workouts, hum users were able to earn Smile Points that could be redeemed for a 30-day free trial to obé Fitness.