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With O2, we wanted to elevate Optic White from oral care to oral beauty. 

To do that, we had to break the rules. ​

It's Colgate without the dentists or lab coats.​

A whitening toothpaste ad where the smiles aren’t perfect. 

While other teeth whitening campaigns revolve around vanity and perfection, 

the #SmileOutLoud campaign is about inspiring a deeper level of self-confidence in women.

The best smiles aren’t

the ones that look good.

They’re the ones

that make you FEEL GOOD. 

There’s nothing more liberating than unleashing your true self

with your loudest, most unapologetic smile.

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