74Signal
Score
Score
M
Marketing Diveby Jessica HammersMarch 19, 2026Colgate aims for stressed millennials with campaign about resilience
Colgate's new campaign, 'Your Smile Is Your Strength,' targets stressed millennials by promoting resilience through partnerships with content creators and a mental health app. This approach highlights the importance of emotional well-being in brand strategy, suggesting that brands can connect more deeply with consumers by addressing their mental health needs.
◎ EmergingcampaignstrategyColgateCalm
Marketing Dive: “Your Smile Is Your Strength” includes tie-ups with over 30 content creators and a partnership with mental health app Calm for meditation content.
Intelligence PanelSignal score: 74 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
High
Impact score: 75/100 — broad strategic implications for brand positioning
Novelty
Moderate
Novelty: 60/100 — iterative development of an existing theme
Action Priority
Soon
Flag for the next strategic review cycle
Scoring Rationale
Colgate's campaign addresses a significant demographic concern and showcases a strategic approach to brand engagement, making it impactful and relevant, though the focus on mental health in marketing is becoming more common.
75
Impact
weight 35%
60
Novelty
weight 30%
85
Relevance
weight 35%
Brands Mentioned
CColgateCCalm
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