In an effort to decrease rates of poor oral health among Hispanic Americans, Colgate is redirecting the focus of its annual Oral Health Month campaign. Instead of focusing on the issue of oral hygiene more broadly, Colgate is making direct efforts to target Hispanic families.
The 'Share More Time, Share More Smiles' campaign is part of Colgate's Oral Health month program. The campaign aims to target consumers more broadly by pledging to donate a dollar to the Give Kids A Smile Foundation each time someone posts an image of themselves practicing proper oral hygiene on social media. To more specifically engage with Hispanic families, Colgate has enlisted the help of TV personality Karla Martínez. Martínez will attend two events at Fiesta Mart stores in Texas to educate families about the importance of proper oral hygiene. Finally, Colgate will also distribute bilingual oral health education materials to ensure that Spanish-speaking consumers have access to the information.
The campaign demonstrates how brands can use multiple different approaches to capture the attention of Hispanic consumers.