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After Colgate’s World Smile Day, a new phase began for the company, which took advantage of the date to launch #FreeYourSmile.
The main objective of the campaign is to bring a new positioning to Colgate, which encourages people not to be ashamed of their smile, giving importance to their beauty.
“Smile shaming is particularly prevalent in the APAC region and this needs to change. We believe brands have the power to challenge unrealistic beauty standards and promote authenticity,” commented Yves Briantais, Executive Vice President of Marketing APAC, Colgate-Palmolive at Marketing Interactive.
According to data from the Colgate Smile Study 2023, 98% of residents of Thailand, Taiwan and the Philippines would like to smile freely.
Colgate World Smile Day will focus on regional influencers
Colgate’s World Smile Day was the impetus for the brand to include in its planning the launch of a regionally focused campaign that will feature local influencers such as Xixi Lim (60k Instagram followers), from Singapore, and Ethan Kuan, from Taiwan. , who will be challenged to bring the cause to light and defend it.
Below we can see the post of Xixi Lim on her Instagram, where she shows that the most important thing is to smile.
In an Instagram post, Colgate encourages followers to join the #FreeYourSmile movement. “Join the movement by sharing your story and creating your own Colgate Smile social sticker.”
In another publication, the profile states that “a beautiful smile does not mean having perfect teeth. It’s about the joy, confidence and positivity that radiates from within.”
Another way the company is using to encourage people to smile will be Artificial Intelligence, which will have a “smile generator” on the Colgate web platform. It will let consumers create a personalized smile and post it on social media.
OOH campaigns will take place in local markets to promote the message in an even more personalized way.
World Smile Day is celebrated on October 6 and was created in 1999 by Harvey Ball, who aimed to promote kindness and goodness through a smile.
This Colgate World Smile Day promotion comes after the company launched personalized experiences in the APAC region in August to encourage people to practice oral hygiene.
And you? Did you post a photo of your smile today?
Photo: Pexels
