Colgate is targeting Millennials in a new campaign about inner strength. This is not the brand’s first time focusing on self-care and smiling to stay positive, having partnered with meditation app Headspace in 2020. This time, they’re teaming up with Calm for mindfulness content and over 30 creators to spread the “Your Smile Is Your Strength” message. The ads specifically speak to the struggles many Millennials are facing right now—balancing kids, career, and taking care of parents all on top of making time for their own mental health. The brand’s commissioned data shows 84% of Millennials “forget to recognize their inner strength,” compared to 78% of consumers in general. (Marketing Dive)
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