Colgate ‘Not every smile starts as a smile’ 
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Agency: VML France
Year:2025
Brand: Colgate (UK)






File Under ︎ Copywriting with personality






👀  Industry: Health


ONE thing this ad does well (AKA Copywriting Tip):



Find the unchanging truth people already believe. Then make your brand the flag-bearer for it.



⇝ “Not every smile starts with a smile”.



Colgate’s latest campaign acknowledges the raw reality of parenthood (Hint: Kids hate brushing their teeth). And strategically positions Colgate as a true ally for parents.

Who’s behind this? Creative Samba Great Landing Page Copy Snackable Copy Tips Submit ad ︎ ︎