The Smile That

Changed An Industry

CANNES LIONS 2022: Creative Strategy - Silver

GLOBAL EFFIE 2022: Gold

This case puts together three years of work created since the launch of Colgate Smile On campaign. I was the lead creative of the strategy and of the launch campaign. Then, I moved to VMLY&R Spain and other talented creatives kept the work going.

This brand campaign has helped Colgate achieving stellar results:

• Preference for Colgate is 6x greater.

• We are the most trusted brand compared to our competitors.

• Sales increased in an overall decreasing toothpaste market.