---
id: "entity-colgate"
type: "entity"
source_timestamps: ["§ Originality: From Scripted Control to Storytelling Freedom"]
tags: ["cpg", "case-study-success"]
related: ["entity-sabrina-brier", "concept-originality"]
entityType: "organization"
canonicalName: "Colgate"
aliases: []
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# Colgate

A consumer packaged goods (oral care) brand that successfully leveraged [[concept-originality|Originality]] by partnering with TikTok comedian [[entity-sabrina-brier|Sabrina Brier]], allowing her to infuse the sponsored content with her **trademark sarcasm** — making it memorable while remaining on-brand. A positive case for storytelling freedom over rigid scripts.