Colgate empowers caregivers with new smile campaign

Colgate launched “Your Smile Is Your Strength” to highlight the connection between smiles and resilience.

The campaign speaks to Millennial caregivers who juggle self-doubt while caring for those they love, reminding everyone that the most important smiles are the ones they give themselves.

Through this campaign, Colgate is aiming to put more smiles in the world by showing how self-doubt can transform into resilience, and how a smile can be a source of personal strength.

Colgate partnered with VML to create the campaign, producing 15- and 30-second ad spots.

The campaign will run on:

Linear TV – Both General Market and US Hispanic

YouTube Trueview and Select

Disney CTV

Social: Meta & TikTok

Includes Meta Moment Maker and TikTok Top Feed premium placements

Over 30 content creators will share authentic, live content from 2/27 through March, amplifying the “Your Smile Is Your Strength” message across social channels.

In addition, to help consumers find moments of reflection, Colgate is launching mindfulness content with Calm to support them through life’s everyday hurdles. The custom meditation content will live on Colgate YouTube channel and the Calm app.

Gavin Du Toit, EVP Marketing, North America, Colgate-Palmolive: “Confidence for life’s big moments often starts with a simple routine. Whether it’s a quiet pause to prepare for the day or a final check in the mirror after brushing, small but meaningful moments often unfold in front of the bathroom mirror and Colgate plays a pivotal role in people’s daily rituals. With Your Smile Is Your Strength, we aim to acknowledge the daily moments of self-doubt people experience and remind them that resilience often starts with how we show up for ourselves.”

Justin Roth and Jim Wood, Executive Creative Director’s, VML: “When we started out, we asked ourselves what role does our smile play within the craziness of daily life. And we discovered it’s more than just an expression on our face, it’s a mindset, it’s how we choose to face the world every day and all that is thrown at us. So, to some extent, a smile is the shape resilience takes. A symbol of strength. Which is a powerful thing.”

www.colgatepalmolive.com

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