Do you know that we use 17 muscles when we smile? We flexed plenty of them crafting Colgate’s new sonic brand identity, a full-fledged suite of sonic assets and compositions, produced by our London and New York offices.

We embarked on a mission to capture the science of optimism. Sonic ingredients: humming, strong beat, trills, bright sounds, surprising moments.

The result? Colgate’s sonic identity - fully equipped to cross borders (200+ markets) and speak the universal language of happiness.