Colgate: #PoutFree portraits

Ketchum UK, a public relations company increased sales and interest in Colgate’s Max White Ultimate Renewal toothpaste, by encouraging people to post portraits of the smiling with #Poutfree.

After a year of looking at ourselves on video calls and feeling self conscious about our smile, Colgate gives people the confidence to ditch the pout in front of the camera.

Colgate's ongoing mission is to help people show off their unique smile with confidence.

But over the pandemic, the switch from IRL to virtual, adjusting to lockdown living and navigating remote working meant that people were more self- conscious than ever, particularly on camera. Survey data found that 59% of individuals claimed to feel more uncomfortable in front of the lens than in real life.

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