Colgate MaxFresh wanted to challenge the ordinary morning routine, so we reworked “fresh breath” into “fresh thinking.” The campaign’s core insight: skipping a brush doesn’t just cost freshness…it costs focus.

The execution leaned into humour and sharp storytelling. From comic chaos to moments of clarity, especially in high-stakes settings like doctors needing alertness, the campaign underscored that freshness isn’t cosmetic. It’s crucial.

Digital output, ads, and social engagement turned the toothpaste into a daily ritual with attitude. Colgate MaxFresh stopped being just hygiene, it became a mindset reset, readying people to face the day sharp, fresh, and focused.