Colgate, alongside creative agency Ogilvy Malaysia, has launched an inspirational new brand campaign entitled #SMILESTRONGBERSAMA (Bersama = Together), championing positive change within the community particularly during uncertain times.
Amanda Klemm, Marketing Director of Malaysia, Singapore, Brunei and Indonesia said “When faced with uncertainty and negativity, everyone has a choice. A choice to back down to fear or helplessness OR to choose to let your positivity shine through. One of the ultimate expressions of optimism is a smile. The power in a smile can change the trajectory of someone’s day, it can elevate the mood of a room, it can create uplifting energy. We want to celebrate those who choose to smile in the face of corrosive pessimism and champion #SMILESTRONGBERSAMA to make our world better.”
The pandemic has already brought about significant damage to the nation and many people have had their livelihoods destroyed.
While Malaysia did fare well in flattening the curve with the pandemic, we are now seeing a second wave that has added to the overall feeling of uncertainty despite great efforts by everyone to rebuild and overcome.
The campaign was created by Ogilvy Malaysia, in partnership with Red Fuse – WPP’s integrated global team dedicated to its client Colgate-Palmolive.
Nizwani Shahar, Ogilvy Malaysia Chief Executive said “The harsh reality of the unforeseeable future has left Malaysians anxious and lost. But some people have smiles that are strong enough to inspire the community. Creators, doers and game-changes who lead with optimism and harness the power of a smile to promote change. We want to tell their stories to the Malaysian people and invite them to join our efforts and #SMILESTRONGBERSAMA and spread positivity throughout our communities. We will get through these hard times together and come out stronger.”
The “champions of optimism” leading the #SMILESTRONGBERSAMA campaign include: Juliana Adam the CEO of Biji-Biji Initiative, Jazz Tan Yee Mei the CEO and Founder of YouthsToday.com, Heidy Quah the Founder and Executive Director of Refuge for the Refugees, and Bunga, an up and coming Hijabi Rapper and Musician in Malaysia.
The campaign features long-form content for each of the champions, along with integrated communications across TV, digital, in-store, e-commerce and public relations. A “Donate a Smile” web platform will provide a means for people to make a change together with the #SMILESTRONGBERSAMA champions. An Instagram filter captures smiles and encourages users to share on their Instagram stories. For every 5 smiles collected, Colgate will send a “Box of Smiles” to the marginalised communities and refugees of Malaysia.
The campaign will run from 27 October 2020 onwards as a continuous and enduring multi-year campaign.
Follow the campaign on Instagram.