Colgate Shares the Power of Change with Smile Stories

VMLY&R and Colgate-Palmolive announced today the launch of their latest European campaign 'Colgate Courageous Smile Stories.' Red Fuse Communications, the cross-agency WPP team servicing the Colgate-Palmolive business globally is behind the campaign in partnership with VMLY&R. 

Colgate, a globally loved brand, stands for optimism in action and wants to champion those who smile against all the odds – a smile that is never just a smile, but a greater force capable of changing your life, and the lives of those around you. 

The campaign will first launch in the UK with the 30 second film and 10 second stories, as well as shorter and longer digital formats, to deepen the message and will be followed by a wider release across key European markets.  

The campaign includes three featured real-life stories: a restaurant owner working alongside a chef with down syndrome, an art teacher tutoring struggling youth, and the founder of the adopt-a-grandfather program. 

At launch, the full-length documentary stories will be available digitally, giving the audience a chance to dive deeper into the beautifully crafted stories behind the smiles. The ‘Smile Stories’ digital hub will host Colgate’s complete library of stories that will continue rolling out over the course of the year. 

“We really wanted to spotlight the real doers—those people who not only face the tough realities of our times with optimism, but are actually doing something to bring more optimism to others,” said Dimitri Guerassimov co-president and chief creative officer, VMLY&R France. “It’s a tribute to those who help build a future we can all smile about.” 

Red Fuse teamed up with Sundance Film Festival winner Drake Doremus to tell these narratives. Doremus is known for his direction and screenwriting for internationally awarded films such as Like Crazy, Douchebag and Equals. 

Colgate is the leader of its category across the world yet the oral care industry is crowded and brands are  often seen as interchangeable to consumers. The new campaign asserts the brand’s leadership in the market place and reminds consumers of the brand values of Colgate, cementing a positive, uplifting and distinctive statement that further connects the brand to culture. 

“Optimism is a choice. It is an ability that some people have naturally, others need to be reminded about or taught. But ultimately it resides in each of us to actively choose optimism. With this campaign, we aim at championing and empowering courageous smiles: Celebrating people who chose to smile and spread optimism around them, inspiring and empowering other people to do the same. We want to show that  courage and optimism are more contagious than fear.” said Laurent Cayet, director of integrated marketing communications, Colgate-Palmolive Europe.