Colgate’s New Campaign Redefines Beauty Standards, Celebrating the Diversity of Smiles3 min read
In an era where the quest for perfection often shadows individuality, the emphasis on an impeccable smile has significantly amplified, particularly among Generation Z. A revealing survey conducted by Censuswide alongside Colgate unveiled that nearly two-thirds of this demographic feels that the societal pressure to possess an ideal smile undermines their self-esteem. Furthermore, an overwhelming 85% are keen on altering their smiles, highlighting a crisis of self-acceptance among the youth.
In response to this growing concern, Colgate, in collaboration with its creative ally VML, initiated a groundbreaking campaign titled “My Smile Is My Superpower.” This innovative movement seeks to champion the uniqueness of every smile, celebrating its myriad forms, hues, and configurations.
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The campaign’s cornerstone is the compelling narrative, “The Beauty of Gaps,” a 90-second visual masterpiece showcasing a vibrant tapestry of young individuals who wear their gap-toothed grins with unabashed pride. Through everyday vignettes—from biking and dancing to more introspective moments of self-appreciation—these individuals embody empowerment, whistling the tunes of Katy Perry’s “Roar” in a symbolic gesture of defiance and self-love.
Crafted under the visionary lens of Alfred Marroquin, a renowned name in the realm of music videos and creative direction with credits including Billie Eilish and Dua Lipa, the film is set to grace Colgate’s social media platforms. Further amplifying its reach, the campaign will feature both out-of-home placements and collaborations with distinguished personalities such as Uzo Aduba, celebrated for her roles in “Orange Is the New Black” and “Painkiller.”
Fred Saldanha, the global chief creative officer for Colgate-Palmolive at VML, articulated the motivation behind this bold divergence from traditional advertising paradigms. In an era dominated by the pursuit of flawlessness, the initiative stands as a beacon of celebration for those smiles that diverge from conventional beauty standards.
Adding a deeply personal touch to the campaign, Diana Haussling, Colgate’s senior vice president and general manager of consumer experience and growth, shared her intimate connection with the campaign’s ethos. For Haussling, the campaign is not just a professional endeavor but a personal crusade to foster the same confidence and love for unique smiles that her family instilled in her from a young age.
Beyond the empowering message, Colgate is set on making a tangible impact through its Bright Smiles, Bright Futures program, aiming to reach a quarter-million children across the U.S. by the end of 2024. Since its inception in 1991, the initiative has been pivotal in promoting oral hygiene among underserved communities, leveraging mobile dental units in collaboration with schools and government bodies. Haussling emphasizes the program’s broader significance, viewing oral health as a cornerstone of overall well-being and a stepping stone to addressing broader health issues. Through scholarships and partnerships, Colgate aspires to diversify the dental care profession, underscoring the brand’s commitment to not only sparking conversations but also providing the means for everyone to achieve the smile they desire.
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