This is because all of Colgate’s ads are about its products.
Stronger teeth. Whiter smile. That’s all consumers ever saw.
The brand’s soul has always been left to the confines of its brand website:
in the cliché mission & vision page.
In a market dominated by young consumers who prefer brands
that stand for something they also believe in.
The need for the first-ever Colgate equity campaign became all the more obvious.
We’re not just a toothpaste brand.
Not just about smiles that look great.
But also smiles that stand for something.
A fighting smile, or in Thai... "Yimsu."
Colgate has always been a proud champion of optimism.
The problem is that not a lot of people know about it.
A SERIES OF STORIES
ABOUT REAL-LIFE YIMSU MUSES.
LIVING & BREATHING EXAMPLES
OF WHO COLGATE IS AS A BRAND.
In defining the Colgate Smile, we not only inspired a whole nation
but grew the business as well.
2022 SILVER EFFIE winner
CASE STUDY VIDEO