The latest marketing campaign launched by Colgate is designed to establish a personal connection with the younger generations, particularly Gen Z and Gen Alpha, through an authentic and relatable approach.
Colgate recently launched a music video called “The Beauty of Gaps” on March 25th. The video celebrates smiles of all kinds and features a whistled version of the empowering song “Roar”, which is popular among Gen Z and Gen Alpha.
With its “My Smile is My Superpower” campaign The Colgate brand is strategically targeting messaging reach and frequency by prioritizing streaming TV platforms such as Hulu, Netflix, Amazon, and YouTube, aligning with consumer viewing habits. Additionally, they are engaging with Gen Z on social media platforms by collaborating with influencers who share their unique smile stories. To further connect with users, Colgate is launching a Snapchat filter inspired by their music video and hosting a two-hour livestream on Twitch.
Colgate is also extending their presence offline with video features on subway liveboards and linkNYC screens in NYC, hand-painted murals in Williamsburg, and cinema placements in high-engagement neighborhoods and concert venues.
Through its campaign, Colgate aims to show everyone that all smiles are beautiful smiles, no matter their size, shape or shade. In order to avoid over-commercialization, Colgate decided not to feature its product directly in its ad since it wanted to emphasize the human component of the ad spot and the people who are in it.
According to Diana Haussling, SVP & GM of consumer experience & growth at Colgate, the campaign represents a significant shift in the brand’s approach, demonstrating a commitment to its core belief that everyone deserves a lifetime of healthy, happy, and pain-free smiles. Colgate, acknowledges its responsibility to instill confidence in individuals to showcase their smiles, and “My Smile is My Superpower” embodies this mission.
“Smile confidence is personal, and this campaign is a way for us to really put people first and start a conversation about challenging the traditional beauty standards we see in today’s society,” she said. “By focusing the music on the smiles themselves, we hope viewers walk away feeling empowered to own their smiles just the way they are.”
In today’s media landscape, there is a prevalent narrative that portrays individuals with nearly identical sets of straight, gleaming teeth both online and on television. Colgate conducted an independent study as a result of this portrayal, finding that 65% of Gen Z respondents feel under pressure to maintain a perfect smile, negatively impacting their self-esteem. 85% of respondents expressed a desire to change their smiles as well.
“I hope this campaign inspires the next generation to smile with confidence and realize that the most beautiful smile is the one [you] own,” said Haussling.
In addition, Colgate is dedicated to giving children the confidence to smile. By 2024, the company intends to provide resources to 250,000 children through Bright Smiles, Bright Futures (BSBF). Using this strategy, the brand hopes to empower the next generation to face life with confidence and boldness. Its focus on creating a more meaningful connection with the target audience is expected to generate a positive response and enhance the brand’s appeal.
Colgate debuted its ad spot music video in New York City last week at a private event, offering attendees a captivating glimpse into its empowering campaign. AdBuzzDaily had the privilege of attending the event, which featured an engaging panel discussion led by esteemed industry professionals. Panel members Myha’la Herrold, Diana Haussling, Alfred Marroquín, Jackson Olson, and Julee Wilson shared insights into their personal smile journeys and discussed the importance of embracing confidence.
Additionally, the event boasted a visually stunning display with a vibrant wall of artwork celebrating smiles of all kinds. Attendees also had the opportunity to capture their own smiles at a photo booth, indulge in refreshing drinks, and savor delectable bites, creating a truly memorable and immersive experience.
The gift bags contained several Colgate products, such as toothbrushes, toothpaste, a whitening pen, and a flier with a QR code for the brand’s music video on YouTube.
