In an era where social media and advertising often champion a narrow definition of beauty, Colgate is setting a new precedent with its latest campaign, “My Smile is My Superpower”. Launched on the 25th of March, this innovative initiative is capturing the attention of Gen Z and Gen Alpha, demonstrating Colgate’s commitment to celebrating the uniqueness of every smile. At the heart of the campaign is a music video titled “The Beauty of Gaps,” featuring a whistled rendition of the popular anthem “Roar” and showcasing a diverse array of smiling faces.
A New Direction in Advertising
Traditionally focused on the scientific benefits of oral care, Colgate is now taking a bold step by emphasising the personal and emotional aspects of smiling. This strategic shift is particularly aimed at younger generations, who are more frequently exposed to homogenised beauty standards through digital media. By choosing not to feature its products directly in the advertisement, Colgate prioritises authenticity and human connection over commercialisation.
The campaign’s distribution strategy is as modern as its message, with Colgate leveraging streaming TV platforms like Hulu, Netflix, Amazon, and YouTube, alongside social media engagement on platforms such as Snapchat and Twitch. This comprehensive approach ensures that the campaign resonates with its target audience, reflecting their viewing habits and digital behaviours.
The Power of a Smile
“At the core of ‘My Smile is My Superpower’ is our belief that every smile is beautiful,” explained Diana Haussling, SVP & GM of Consumer Experience & Growth at Colgate. “We’re challenging the traditional beauty standards by celebrating all smiles, regardless of their size, shape, or shade.” This message comes at a critical time, with Colgate’s research indicating that 65% of Gen Z feel pressured by societal expectations to have a perfect smile, impacting their self-confidence.
In an engaging conversation, renowned actress Uzo Aduba shared her personal connection with the campaign, discussing how embracing her smile’s gap has been a journey of self-acceptance and confidence. Aduba’s story, along with those of other influencers collaborating with Colgate, amplifies the campaign’s message across digital platforms, encouraging individuals to take pride in their unique smiles.
Beyond the Campaign
Colgate’s dedication to promoting smile confidence extends beyond this campaign. Through its Bright Smiles, Bright Futures (BSBF) program, the company aims to reach 250,000 children in the United States with resources to bolster their smile confidence by the end of 2024. This initiative is part of a broader effort to ensure that future generations face life with boldness and self-assurance, equipped with the knowledge and tools for optimal oral health.
The campaign debuted in New York City with a private event that featured a panel discussion with industry professionals and contributors to the campaign, including Myha’la Herrold, Alfred Marroquín, and Julee Wilson. The panelists shared their personal smile journeys and discussed the significance of fostering confidence in one’s individuality.
Conclusion
Colgate’s “My Smile is My Superpower” represents a significant departure from traditional oral care advertising, offering a fresh and inclusive perspective on beauty. By embracing and celebrating the diversity of smiles, Colgate not only challenges prevailing beauty standards but also encourages individuals, especially the youth, to own their smiles with pride. As this campaign unfolds, it’s clear that Colgate is not just selling toothpaste; it’s advocating for a world where every smile is recognised as a superpower.
