Not Every Smile Starts As A Smile
Colgate supports parents by revealing the reality behind healthy smiles.
Your Smile Is Your Strength
Celebrating resilience, self-confidence, and the power of a smile.
- Office
- United States
- Client
- Colgate-Palmolive
Colgate’s “Your Smile Is Your Strength” campaign reminds people that when self-doubt calls, their smile answers with strength and resilience. With inspiring ad spots and mindfulness content, the campaign highlights the connection between smiles and personal strength.
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.
Nearly 78% of people admit they sometimes forget to recognize their own efforts and inner strength, with Millennials facing this struggle even more frequently (84%). Colgate sought to address this issue by creating a campaign that empowers individuals to see their smile as a source of resilience and self-confidence.
From its tube’s-eye view in bathrooms across America, Colgate observed the chaos of everyday life and the small moments of hesitation that people experience. This inspired the brand to create a campaign that celebrates the power of a smile to overcome self-doubt.
Colgate partnered with VML to create “Your Smile Is Your Strength,” a campaign that transforms self-doubt into resilience. Through 15- and 30-second ad spots, the campaign highlights a smile as a source of personal strength. Additionally, Colgate collaborated with Calm to launch mindfulness content that helps consumers navigate life’s everyday hurdles.
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.
