• by Fern Siegel , March 26, 2025

Tom’s of Maine says its natural whitening toothpaste works. To counter criticism, it's launched an ad campaign by VML that features two spots, here and here.

The Whiten+ toothpaste line includes Whiten+ Deep Clean and Whiten+ Coconut Oil Fluoride Free.

The tagline “Never Underestimate Nature” celebrates nature's wonders — turning a lake pink or guiding salmon upstream — to suggest Tom's of Maine Whiten+ can remove surface stains with regular brushing.

Wavemaker handled media.

“We really wanted to flip the conventional thinking about natural products on its head and get people to look at them in a whole new way,” said Justin Roth and Jim Wood, executive creative directors, VML, NY. “We loved this idea of using the unbelievable power of nature to highlight Tom's of Maine’s effectiveness.”

The cross-channel strategy is augmented by sponsorships and takeovers to heighten engagement with the brand.

Tom's of Maine manufactures various natural personal care products. The company is a majority-owned subsidiary of Colgate-Palmolive.

Melissa Carrion, director, integrated marketing at Tom’s of Maine, added: “With this campaign, we really wanted to get back to the core of what makes Tom’s of Maine, Tom’s of Maine — our connection and commitment to nature. Our customers care about their well-being and the environment, seeking products that align with their values. They finally get the best of both worlds: a brighter smile without compromise.”

VML client works includes Hellman's, Dell, City of Miami Beach and Wendy's.