Tag: Colgate

Manila, Philippines – The Colgate brand has been doubling down on its global-wide advertising campaigns, where its optimism-themed #SmileStrong campaign released just recently in Southeast Asia market Malaysia. Today, another region-bound country, the Philippines, has officially announced its installment of the campaign, where the specific Colgate arm decided to spotlight on the optimistic attitude among individuals with special needs.

Three individuals are the protagonists of the Filipino ad spots – teacher and motivational speaker and born with down syndrome Brina Maxino, local actress Candy Pangilinan who is mother to a son who has ADHD, and Arizza Nocum, peace advocate and entrepreneur who co-founded KRIS, a non-profit organization promoting peace through education.

Much like the Malaysian campaign, the ambassadors in the spot states a recurring statement of “When they say…I smile,” where they share people’s judgments of their capabilities and capping it off with a positive “I smile.”

Colgate Philippines, in a press statement, shared that with the local implementation of the global advocacy, it hopes to make the same big impact that other #SmileStrong campaigns in other key markets have generated, which is “an increase of brand love and loyalty among consumers.”

The country’s Marketing Director Ari Mandelbaum speaks of how the ad aims to break the false positivity in “Filipino resilience” and inspire “optimism in action” instead.

“The common Filipino’s ‘resilience’ has constantly been held up as a shining character trait even in the face of natural disasters, violent conflict, poverty, and a number of deep-seated societal issues,” he said.

However, Mandelbaum added, “A growing number of people are seeing ‘The Filipino Resilience’ as a glorified coping mechanism, seemingly resigned to just powering through adversities with a mindset to live just to survive each day. At Colgate, we believe that it takes more than optimism to power through the challenges of today, thus launching #SmileStrong where we encourage Filipinos to believe and uphold the power of ‘optimism in action.’”

Together with Colgate-Palmolive’s global creative partner Red Fuse, which is advertising and communications company WPP’s integrated global team, the brand in the Philippines has tapped another WPP network – integrated marketing communications firm SOHO Square, its local arm – to bring the local rendition to fruition.

Caloy Sambrano, managing partner at SOHO Square Philippines said, “As an agency, we have developed and implemented various equity campaigns in the past, but we must say that this Colgate #SmileStrong campaign is one, if not the most, important campaign that we have ever done. We wanted each and every Filipino to feel inspired and relate to the stories of our muses especially when they see the contents that we put out.”

Following the global campaign’s wide marketing strategy, Colgate Philippines will be releasing integrated communications across digital and public relations, where activations in partnership with muses Arizza, Candy, and Brina will be run until 2021.

Aside from the #SmileStrong campaign, Colgate-Palmolive has earlier piloted its “Made for Greatness” campaign in Thailand, featuring professional climber and Academy Award-winning documentary director Jimmy Chin. The campaign is said to be progressively rolled out across Singapore, Malaysia, and Australia & New Zealand.

Thailand – Colgate has released a new campaign in Thailand for Colgate Total, its high-performance toothpaste product, where the ad spotlights “greatness,” featuring professional climber and Academy Award-winning documentary director Jimmy Chin.

Titled “Made for Greatness,” the campaign comes after Colgate’s recent release of the #SmileStrong campaign in various markets such as ANZ, Philippines, and in Malaysia, where it has been locally adapted as #SmileStrongBersama, where Bersama means together. The said campaign displayed the main theme of optimism amid challenges and prejudices in life.

For the current one, Colgate has decided to move to feature the message of “greatness,” matching the extra hardworking anti-bacterial formula of its Colgate Total. 

https://youtube.com/watch?v=vSWCjfAxt24

Chin is known for his numerous climbing expeditions in different countries such as China, Pakistan, and Nepal. In 2019, his documentary chronicling a rock climber’s journey won the Academy Award for Best Documentary Feature.

Displaying the brand’s color palette of Red and White, the ad shows Chin attempting an arduous mountain. In the middle of the climb, he is seen taking a break and refreshing using Colgate Total. 

The creative brain behind the campaign is Red Fuse, global communications company WPP’s integrated global team for Colgate-Palmolive. 

The campaign will be progressively rolled out across Singapore, Malaysia, Australia & New Zealand within the next few weeks.

Colgate’s Regional Marketing Director Lyndon Morant said, “Now, more than ever, people have a stronger resolve when it comes to the world becoming a better place for all. This campaign really shows a turning point – not just for Colgate Total – but for the category as a whole that we can move into a broader, richer territory to connect with people in a way that our category hasn’t done before. Greatness is about demanding more every single day, and that’s the exact attitude we bring to Colgate Total.”

Outside of the film, the campaign also includes integrated communications across out-of-home, digital & eCommerce, and in-store displays.

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 YouthsToday.com 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.