# Smile-Reflecting Toothpaste Campaigns Colgate & Oglivy Create the #FreeYourSmile campaign By Amy Duong | Published 2023-10-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/freeyoursmile-campaign References: [designtaxi](https://designtaxi.com/news/425289/Colgate-Rinses-Away-Smile-Insecurities-By-Editing-Your-Teeth-Into-Its-Logo/) & [media-outreach](https://www.media-outreach.com/news/singapore/2023/10/06/251065/colgate-is-combating-smile-shame-to-address-concerns-of-94-per-cent-of-people-in-asia-pacific-who-wish-they-could-smile-freely/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  Colgate celebrates World Smile Day this year, which landed on October 6th with a new #FreeYourSmile campaign co-created and delivered on by TeamWPP@CP. The oral care brand aims to create more confidence and reduce insecurities around people's smiles. The #FreeYourSmile campaign sees people with real teeth with braces, asymmetrical smiles, and gaps throughout its branding. Smiling has proved to be beneficial to overall health and a recent study by Smile Study is what fueled the latest campaign. It found that 94% of respondents desired to smile more freely -- this was data collected from countries including Thailand, India, Singapore, Australia, Hong Kong, Taiwan, Malaysia, and the Philippines. As a part of the campaign, the brand unveiled a Smile Generator, which is an AI tool where people can personalize their smiles and share them online. Image Credit: Colgate Palmolive Company ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 75% | Activity: 94% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Personalized Smile Campaigns:** Colgate's #FreeYourSmile campaign introduces a Smile Generator AI tool for people to personalize their smiles and share them online. - **Promoting Confidence and Reducing Insecurities:** Colgate's #FreeYourSmile campaign aims to create more confidence and reduce insecurities around people's smiles. - **Embracing Imperfections:** Colgate's #FreeYourSmile campaign features people with real teeth with braces, asymmetrical smiles, and gaps to promote embracing imperfections. ### Who This Affects Most - **Oral Care:** Colgate's #FreeYourSmile campaign focuses on promoting confidence and personalized smiles in the oral care industry. - **Advertising:** The #FreeYourSmile campaign created by Ogilvy Singapore showcases an innovative approach to advertising and brand image. - **AI Development:** The Smile Generator AI tool developed for Colgate's #FreeYourSmile campaign highlights advancements in AI development for personalization and sharing. ## Related on Trend Hunter - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Oral Health-Focused Programs](https://www.trendhunter.com/trends/bright-smiles-bright-futures.md) - [Smile-Focused Running Campaigns](https://www.trendhunter.com/trends/smile-20.md) - [AR-Powered Teeth Whitening](https://www.trendhunter.com/trends/colgate-and-perfect-corp.md) - [Stain Removal Tooth Polishes](https://www.trendhunter.com/trends/closeup-white-now.md) - [Interactive Toothpaste Packaging](https://www.trendhunter.com/trends/bluemarlin.md) - [Joyful Oral Care Brands](https://www.trendhunter.com/trends/cocolab.md) - [AI-Driven Dental Screenings](https://www.trendhunter.com/trends/oral-health-movement.md)