Minty fresh emotion / Instead of hammering home the same old product-based messaging or rolling out predictably flawless smiles, here Colgate connects with parents by reflecting the honest, chaotic moments of real life. By leaning into the emotional truth of parenting, the brand becomes more relatable and memorable than any clinical product claim could achieve.
In a sea of polished, idealised advertising, Colgate’s approach feels refreshing and real. The last thing parents want to see is an aspirational fantasy, they need empathy and practical help. By capturing the struggle of toddler teeth brushing (not just the solution), Colgate positions itself as a brand that ‘gets’ parents, while its new products and brushing advice offers parents something genuinely useful.
VML France’s Dimitri Guerassimov told Contagious, ‘From inception, this campaign was imagined to go beyond the Colgate Kids product range, and as part of a major Colgate initiative to help promote oral hygiene education in the UK. A relatable emotional insight was clearly the way to go to connect with the audience on a more meaningful level.’
Brush with negativity / Toothpaste ads usually show happy families and sparkling teeth. Colgate takes a different route, placing its product in the middle of tantrums and everyday stress – and stands out because of it. At first glance, framing your brand in a negative context might seem risky. But as Guerassimov explained, when it’s done with purpose, it can have the opposite effect: ‘There is a misconception in thinking that if a brand says or shows something that might appear negative at first sight, it portrays the brand negatively. However, when done in a meaningful way, it can actually create the opposite effect. Like in this campaign. Colgate is portrayed in a very positive role: as a support and partner to parents in their struggle.’
Toothpaste is a low-interest, high-competition category. Colgate escapes the price-and-features trap by standing for something bigger: healthier habits at home. By tapping into the emotional weight of parenting and public health, it gives buyers a reason to choose it over cheaper lookalikes.
