• by Fern Siegel , March 25, 2026

Something as simple as a smile can signal confidence and even quell self-doubt.

That's the premise of Colgate's new campaign — “Your Smile Is Your Strength” — which targets millennial families who juggle daily stress while caring for loved ones.

The 15- and 30-second spots run on linear TV, general media and Hispanic markets, YouTube Trueview and Select, Disney. TikTok and Meta. Social influencers include Aaliyah Edwards, Ellasandra Muse, Mercy Perkins and Erin Eliz Rundle.

Explaining their creative genesis, Justin Roth and Jim Wood, VML executive creative directors, said:“When we started out, we asked ourselves what role does our smile play within the craziness of daily life. And we discovered it’s more than just an expression on our face, it’s a mindset. It’s how we choose to face the world every day and all that is thrown at us. To some extent, a smile is the shape resilience takes. Which is a powerful thing.”

To enhance its message, Colgate is also launching mindfulness content with Calm. The meditation content will live on Colgate's YouTube channel and the Calm app.

“Confidence for life’s big moments often starts with a simple routine. Whether it’s a quiet pause to prepare for the day or a final check in the mirror after brushing, small but meaningful moments often unfold in front of the bathroom mirror,” added Gavin Du Toit, EVP marketing, North America, Colgate-Palmolive.

VML's creative accounts include Tennessee Tourism, Hellman's, Pizza Hut and belVita.