Colgate has taken a bold stand in its latest campaign against the global "smile shame" phenomenon, emphasizing the beauty of every smile.

Championing the Power of Smiles

In this new campaign, Colgate reminds everyone of the inherent power of smiling, regardless of any dental concerns they might have. Aligning with World Smile Day, celebrated on October 6th, Colgate opposes the prevalent "smile shame" that impacts millions worldwide. With this stance, people's smiles become emblematic of the brand.

The brand is championing the message that every smile, even those some might consider imperfect due to gaps or misalignment, is beautiful enough to be part of their logo. The #FreeYourSmile campaign, executed by advertising agency Ogilvy Singapore, showcases genuine photographs of crooked, gapped, and asymmetrical teeth from various regions in Asia.

An Overwhelming Desire to Smile Freely

The campaign reveals that 94% of participants from countries including Australia, Singapore, Malaysia, Hong Kong, Taiwan, the Philippines, Thailand, and India wish to smile more freely. Considering the health benefits of smiling and its significance in forging positive social connections, Colgate aims to push these concerns aside.

Introducing the Smile Generator

As part of the campaign, Colgate has unveiled the 'Smile Generator', an artificial intelligence tool that allows individuals to personalize their own Colgate smiles and share them on social media.