Smiling is Power

JOY presented “Smiling is Power” for Colgate. The campaign brought the power of a smile everywhere, with educational content for the whole family.

Argentina, February 2024.- In oral care month, JOY Group presented a new campaign for Colgate, which in its 2023 edition focused on the concept “Smiling is power” to highlight the importance of proper smile care.

This is carried out annually by the agency and, in this latest edition, it was decided to carry out a completely educational campaign. “We know the impact that a smile can have on people, that is why together with Colgate we decided to bring the power of a healthy smile everywhere” commented Agustina Valverde, General Account Director of JOY Group. “This is how Smiling is Power was born and, with spots through different digital platforms, cinema and TV, we were able to provide numerous recommendations for adequate and effective care,” explained the director.

“At Colgate we strive to generate a change of attitude in consumers so that, through educational solutions, they learn about the importance of maintaining correct oral hygiene,” the brand stated.

Additionally, within the framework of this educational campaign, the “Colgate Sessions” were held, a series of interviews conducted by Lizy Tagliani. In these, Lizy shared valuable advice with various talents such as Nicolas Occhiato, Paula “la Peque” Pareto and Klan.