MarketingFeaturedSoutheast Asia

Colgate MY inspires to #SmileStrongBersama in new campaign

MARKETECH APAC - October 28, 2020

Kuala Lumpur, Malaysia – Colgate, alongside creative agency Ogilvy Malaysia, has launched an inspirational brand campaign titled #SmileStrongBersama, championing positive change within the community particularly during uncertain times.

The campaign, where Bersama means together, features “champions of optimism” CEO of social enterprise Biji-Biji Initiative Juliana Adam, CEO and Founder of Jazz Tan Yee Mei, Founder and Executive Director of Refuge for the Refugees Heidy Quah, and Bunga, an up-and-coming Hijabi rapper and musician in Malaysia.

In the ad, each of them says a statement of “When they say…,” sharing judgments experienced within their advocacies and capping it off with the campaign’s chorus “…I smile.”

Marketing Director of Colgate for Malaysia Amanda Klemm said the brand desires to celebrate those who choose to smile in the face of corrosive pessimism. 

“When faced with uncertainty and negativity, everyone has a choice. A choice to back down to fear or helplessness or to choose to let your positivity shine through. One of the ultimate expressions of optimism is a smile. The power in a smile can change the trajectory of someone’s day, it can elevate the mood of a room, it can create uplifting energy,” said Klemm.

Meanwhile, Ogilvy Malaysia Chief Executive Nizwani Shahar said, “The harsh reality of the unforeseeable future has left Malaysians anxious and lost. But some people have smiles that are strong enough to inspire the community. Creators, doers, and game-changers who lead with optimism and harness the power of a smile to promote change. We want to tell their stories to the Malaysian people and invite them to join our efforts and #SmileStrongBersama and spread positivity throughout our communities.”

The campaign was created in partnership with Red Fuse, the integrated global team of communications agency WPP, dedicated to Colgate-Palmolive.

The campaign will showcase long-form content for each of the “champions,” along with integrated communications across TV, digital, in-store, e-commerce, and public relations. In addition, a “Donate a Smile” web platform will provide a means for people to make a change together with the #SmileStrongBersama champions. A dedicated Instagram filter has also been rolled out to “capture smiles” and encourage users to share on their Instagram stories. For every 5 smiles collected, Colgate will send a “Box of Smiles” to the marginalized communities and refugees of Malaysia.

The campaign runs from 27 October 2020 onwards as a continuous and enduring multi-year campaign.