Tom’s of Maine Shines a Light on Nature’s Remarkability to Challenge Teeth Whitening Misconceptions

Tom’s of Maine is redefining what it means to whiten teeth naturally with the launch of its latest campaign, challenging the misconception that natural whitening toothpaste is an oxymoron. Many consumers prefer natural products for themselves and the planet but question whether they can truly be effective.

Anchored by the tagline “Never Underestimate Nature,” the campaign, created in partnership with VML, takes inspiration from nature’s remarkability—like turning lakes pink and guiding salmon upstream. If nature can do that, why wouldn’t a natural toothpaste be capable of whitening teeth effectively? Through stunning visuals and thought-provoking storytelling, the campaign challenges the notion that natural toothpastes can’t be effective, underscoring that with Tom’s of Maine Whiten+ you can get the best of both worlds.

The national media support for WHITEN+ will feature a comprehensive, cross-channel strategy designed to maximize audience reach across all consumer touchpoints. Strategic media placements will be complemented by high-impact content, including sponsorships and takeovers, ensuring broad visibility and engagement for Tom’s of Maine.

Justin Roth and Jim Wood, executive creative directors, VML, NY said, “We really wanted to flip the conventional thinking about natural products on its head, and get people to look at them in a whole new way. So we loved this idea of using the unbelievable power of nature to highlight Tom's of Maine’s effectiveness.”

Melissa Carrion, director, integrated marketing at Tom’s of Maine said, “With this campaign, we really wanted to get back to the core of what makes Tom’s of Maine, Tom’s of Maine—our connection and commitment to nature. Our customers care about their well-being and the environment, seeking products that align with their values. They want a toothpaste that’s effective and natural. With Tom’s of Maine, they finally get the best of both worlds: a brighter smile without compromise.”