Not every smile starts as a smile
Nothing good comes effortlessly and each worth thing takes:
- time to establish it;
- patience to develope it;
- understanding of its longterm positive effect.
On this idea is based the communication campaign of Colgate today.
It’s far away from the traditional communication approach for such products, which usually represent shining white smiles on beautiful faces.
While the traditional campaigns are showing the end result, the campaign of Colgate is showing the first hard steps on the road to this end result.
The campaign today is showing crying children with their parents trying to brush their kids’ teeth – the beginning of the good routine.
The key message is “Not every smile starts as a smile.” Reminding us, that even the smiles start with consistent efforts.
And here are the key visuals.
Enjoy!
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Love, Kameliya
