Colgate I Smile: Ketshepile's Story

Colgate I Smile: Ketshepile’s Story

Colgate has long understood the universal human behavior of smiling to be at the center of its brand truth and leverages it in a variety of claims.

The German version of its “I smile” courage campaign emphasises: “Our smile is our strength” and asks people to cope with any situation be it to their disadvantage with a smile. The brand has yet to take ownership over smiling as best behavior in the face of mounting challenges.