SMILE RESPONSIBLY

Colgate

OOH, Digital, Social, Experiential

A great smile has power and Colgate, being the best smile enhancing toothpaste on the market, wants to remind folks to use their smiles responsibly. In fact, risk management is insistent.

OOH/DIGITAL

We start with a collection of print ads showing diabolical smiling figures who Colgate wants to flag as irresponsible smilers of the worst order. Rounding out the series are some posters about everyday opportunities to smile responsibly.

THE COLGATE PLEDGE

To avoid any liability for smiles used maliciously, or improperly, Colgate is offering a chance to take the Colgate pledge. QR codes will be placed on the posters, social ads and toothpaste packaging leading to a page with a pledge. Folks who take the pledge get a digital coupon good for a 20% discount on their next Colgate purchase.

#SMILERESPONSIBLY

The social campaign would partner with 8 (number of teeth in the "smile line") unique Tiktok influencers to tell a story about a time they were duped by a smile or did the duping themselves.

COLGATE V. POCATELLO

ACTIVATION STUNT

It's illegal to not smile in Pocatello, Idaho. We will hit the streets alongside the citizens of Pocatello with picketing signs, propaganda-style travel sized toothpastes and a message for the mayor to abolish these unjust laws.