Colgate’s ‘Smile strong’ campaign has secured Kantar’s Ad Impact win for June 2026 by combining emotional storytelling with a clear and credible role for the brand. Featuring Junior’s story, the ad tells a heartfelt, purpose-led narrative that cuts through advertising clutter by strongly linking a meaningful real-life story to the Colgate brand.
It is a campaign that delivers a standout proposition centred on empathy, care and empowerment.
Colgate at the heart of the creative
Junior’s Story – ‘Smile strong’ stands out by closely weaving Colgate into a memorable, emotionally engaging narrative. The ad effectively builds awareness, motivates purchase consideration and clearly communicates the ‘Smile strong’ platform by reinforcing Colgate’s uniqueness and point of difference.
A meaningful story with a purpose
At the centre of the Colgate ‘Smile strong’ ad is a caregiver who understands the effect poor oral health can have on children and takes action to help address it. The creative brings real-life challenges, such as early tooth decay, to the forefront while positioning Colgate as a catalyst for positive change through its ‘Bright smiles, bright futures’ initiative.
By grounding the story in an authentic human experience, the ad builds an emotional connection with viewers and reinforces oral health as an important foundation for confidence and wellbeing. The result is a meaningful message that resonates with audiences while staying closely tied to the Colgate brand.
Creating a lasting impression
The ad’s lasting impact comes from the tone it chooses. Rather than leaning into fear, the creative approaches the issue through care and empathy. Junior’s story shows the positive change that can come from proactively taking action, making the message feel more heartwarming and authentic. This allows Colgate to meet consumer needs in a meaningful way, build brand love and leave viewers with a warmer, more lasting impression of the role the brand can play in people’s lives.
“This campaign strikes a chord because it leads with real-world impact,” says Mike Norris, who is marketing director, oral care at Colgate-Palmolive South Pacific.
“By featuring an authentic kindergarten teacher on the ground, the ad delivers a serious health message with a gentle, understated touch that truly connects with Kiwi families. It shines a spotlight on what we care about most: getting practical education and hygiene packs into the hands of children who need them through our ‘Bright smiles, bright futures’ programme.
“This monthly award is a wonderful acknowledgment of that mission, and we are incredibly proud to see our commitment to New Zealand’s communities celebrated in this way,” adds Norris.
To learn more about how Kantar can help with your creative optimisation or to enter your ad into the awards, reach out to [email protected]
