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Colgate dismisses idea of ‘perfect teeth’ in refreshing ad celebrating authentic smiles


By Shawn Lim | Reporter, Asia Pacific

May 6, 2022 | 2 min read

Colgate’s new campaign in Hong Kong, ’Smile Out Loud’, challenges unrealistic beauty standards, with Thai/African influencer Suzie Wadee and real-sized beauty queen Ann-Scott Kemmis helping to debunk the idea of the so-called ’perfect’ teeth.


Colgate hopes this campaign will increase diversity and inclusion across the region / Colgate

In the ad spot by Red Fuse, the pair are shown unapologetically displaying their biggest and brightest smiles, with Colgate hoping the campaign will increase diversity and inclusion across the region through positive reinforcement.

“This is the first time an oral care brand has addressed the beauty issue head-on with a campaign that inspires a deeper level of self-confidence,” said Lyndon Morant, marketing director of integrated marketing communications at Colgate.

“For us, oral beauty is not defined by perfection but rather the unapologetic way in which you smile with whatever type of teeth you have and with stories of people who live this belief every day. There’s nothing more liberating than unleashing your true self with your loudest, most unguarded smile.”

Colgate: #SmileOutLoud by WPP

By Colgate

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