Colgate pushes for positivity, urges Malaysians to smile together amidst uncertainty

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Colgate seeks to inspire with its new brand campaign #SMILESTRONGBERSAMA (#SmileStrongTogether), championing positive change within the community particularly during uncertain times. The champions of optimism leading the campaign include: CEO of Biji-Biji Initiative Juliana Adam, CEO and founder of YouthsToday.com Jazz Tan, founder and executive director of Refuge for the Refugees Heidy Quah, and up and coming hijabi rapper and musician in Malaysia Bunga.

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The campaign also features long-form content for each of the champions, along with integrated communications across TV, digital, in-store, eCommerce and public relations. Meanwhile, a “Donate a Smile” web platform will provide a means for people to make a change together with the #SMILESTRONGBERSAMA champions. Colgate also has an Instagram filter to encourage users to share on their Instagram stories. For every five smiles collected, Colgate will send a “Box of Smiles” to the marginalised communities and refugees of Malaysia. The campaign was created by Ogilvy Malaysia, in partnership with Red Fuse - WPP’s integrated global team dedicated to its client Colgate-Palmolive, and will run from 27 October onwards as a continuous and enduring multi-year campaign.

Colgate's MD of Malaysia, Singapore, Brunei and Indonesia, Amanda Klemm, said when faced with uncertainty and negativity, everyone has a choice. A choice to back down to fear or helplessness or to choose to let one's positivity shine through.

"One of the ultimate expressions of optimism is a smile. The power in a smile can change the trajectory of someone’s day, it can elevate the mood of a room, it can create uplifting energy. We want to celebrate those who choose to smile in the face of corrosive pessimism and champion #SMILESTRONGBERSAMA to make our world better," she added.

Ogilvy Malaysia's chief executive, Nizwani Shahar, said the harsh reality of the unforeseeable future has left Malaysians anxious and lost. But some people have smiles that are strong enough to inspire the community. Creators, doers and game-changes who lead with optimism and harness the power of a smile to promote change. "We want to tell their stories to the Malaysian people and invite them to join our efforts and #SMILESTRONGBERSAMA and spread positivity throughout our communities. We will get through these hard times together and come out stronger," she said.

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