This was a wide-ranging promotion for Colgate in which special surgical masks were sent to dentists to promote Colgate's Smiles kids’ toothbrushes. The masks had funny comic-style mouths on them that helped to lighten up the dentist appointment for the kids and everyone else too. The message printed on the masks wasimmediately clear: “No need to be afraid of the dentist –with Colgate Smiles kids’ toothbrushes.

Colgate emphasized its leading role in oral healthcare.