Colgate: The Smile that Changed an Industry

Colgate, an oral hygiene brand, worked with an optimism guru to explore the real emotions behind people’s smiles to better connect with people and culture, stabilise value share decline and grow brand distinctiveness and love as a foundation of future growth.

Campaign video: Colgate – The Smile that Changed an Industry

Read the full campaign case study

Credits

Agency: VMLY&R Paris / Red Fuse Communications Paris / Wavemaker LondonChief Creative Officer: Dimitri GuerassimovCreative Director: Ricardo Barra Lima / Vitor MenezesCreative: David Dominguez / Leandro Oliveira / Melanie ForsterEurope Managing Director: Peter HarrisonHead of Client Services: Bruno ToporovschiHead of Strategy: Elizabeth FoordProducer:Barbara Saforova...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands