In Brazil, 20 million people do not have access to dental care. This problem affects people's quality of life and is evidenced by the low HDI of many towns.

The brief was to carry out a national promotion in the month of oral health awareness and the objectives were to leverage sales and build equity for the brand.

During the month of oral health awareness, we created a movement that showed that a smile could bring people together and change a dramatic situation. The movement was called “A Smile Generates a Smile”. Every time you bought a Colgate product to take care of your smile, the same product was donated to a person in one of the 5 towns with some of the lowest Human Development Indexes in Brazil.

The purpose of Colgate according to its CEO is not to sell products, it is to take care of smiles. Inspired by this, a project was developed with the objective of connecting the brand with people and bringing positive solutions to the society. We went after a real problem to offer a real solution. We understand that a smile is the shortest distance between two people, so we created a promotion in which every time a consumer bought a Colgate product for his or her smile, the company donated the same product to someone else to smile too. A small gesture at first, but that built momentum and became a great national initiative that made a difference in those 5 towns.

It all started with a smile machine that donated products that were paid for with a smile. In the markets, every time you bought a Colgate product to take care of your smile the same product was donated to someone who needed it.

I In addition to the donations, we also partnered with Amigo da Vez NGO and chose 5 towns with low HDI. We treated 58% of their population.

Five mini documentaries presented some of their inhabitants and their reasons to smile against all odds.

These minidocumentaries have become the campaign.

Colgate broke all sales records in the period with a growth of more than 22%.

Sales rose from 18MM to 22MM.

58% of the population of those 5 towns received some type of dental care.

“A Smile Generates a Smile” became a Colgate platform.

The project repositioned the brand among Ipsos Top 10 - The Most Influential Brands 2019, ahead of its competitors.