As Colgate Philippines celebrates 100 years of protecting Filipino smiles, the brand reflects on how its presence has gone beyond oral care–becoming part of the moments, memories, and connections that families carry with them through every life stage.
To mark this milestone, Colgate launched its “Every Colgate Smile Has a Story” campaign, which features real stories from people across cultures and communities in the Asia-Pacific region. Among them is Pia Duran, an ESL teacher in Vietnam who works far from home to support her family. Though being away from her son is never easy, she finds comfort in a shared memory—the iconic “Brush, Brush, Brush” song she used to sing with him and now teaches to her students. For Pia, it’s a meaningful way of passing on the same care and protection she has always given to her son, while serving as a reminder that no distance can weaken the bond between a mother and child.
“Awitin Natin” [LINK: https://www.youtube.com/watch?v=K7dreVedIs8]
Another really moving tale is that of a grandmother who continuously seeks ways to maintain her bond with her family–ensuring that those she’s left behind in the Philippines feel her love regardless of the distance between them. She regularly sends balikbayan boxes filled with little, seemingly ordinary items that carry deeper, heavier messages, including little tubes of Colgate that she specifically packs for her granddaughter.
“Balikbayan” [LINK: https://www.youtube.com/watch?v=MhCROsswo4c]
These are just two of the many heartwarming stories of protection that celebrate Colgate’s deeply rooted trust and impact built through authentic, lived experiences.
“At the core of this initiative is a universal truth: the desire to protect one’s family, ensuring their health and well-being through every stage of life. The campaign showcases real people sharing their stories in their own words, about their lives, and the role of Colgate as a trusted, often unheralded partner in their journey,” said Samir Singh, EVP Marketing–Colgate-Palmolive Asia Pacific.
“These are stories about growing up, about being away from home and coming back, about joy, disappointments, celebrations, ups and downs, about life, and most of all, about love. Colgate’s role in these stories is small but intimate, but completely authentic. We hope this will become a new way of communicating to people tired of hyperbole and exaggerated claims. Of telling humans stories, simply and honestly.”