GRF – Colgate – Spectrum Communications

Spreading smiles and staying top of mind with humor.

About Project

Colgate set out to build stronger awareness around its 24-hour cavity-proof protection, and Spectrum brought that promise to life with a story every household knows well. Kids often look for reasons to stay home from school. This time, the excuse was a cavity. But the mother knew better because Colgate kept her child protected long before the conversation began.

The campaign blended humor with education to create a message that felt familiar, disarming, and effective. Mothers remained the core audience, supported by storytelling that reflected their daily routines and choices. The creative idea aligned seamlessly with Colgate’s global promise to create smiles that unlock a brighter future, turning protection into both reassurance and confidence.

TVCs, digital content, YouTube pre-rolls, Meta placements, and in-store activations worked together to build brand recall and drive top-of-mind visibility. The relatable narrative, strengthened by strong production and clear messaging, allowed the campaign to stand out across all touchpoints.

While still in its early stages, Cavity Proof has already begun shaping consumer sentiment through relevance, relatability, and a message that stays with families throughout the day. The campaign continues to build momentum as awareness grows and sales follow.