Global launch: Smile On.

Smile in the face of adversity is the insight behind Colgate´s first global equity campaign. This casting of real people will take you through their journey of chasing their inner smile to overcome prejudice, racism and homophobia. This campaign was launched in 2020, after being tested all over the world, and kicks off a whole transformation on the way this brand communicates since then.

I´m a girl. I´m a boxer.

I´ll be who I want to be.

We have the right to be parents.

I belong anywhere.

I´m a proud stay at home dad.

Mother, not nanny.