Colgate takes out June Kantar Ad Impact Award

The Colgate Smile Strong ad, featuring Junior’s story, tells a heartfelt, purpose-led narrative that cuts through advertising clutter by strongly linking a meaningful real-life story to the Colgate brand. Colgate has secured Kantar’s Ad Impact win for June 2026 by combining emotional storytelling with a clear and credible role for the brand, the campaign delivers a standout proposition centred on empathy, care and empowerment.

Colgate at the heart of the creative

Junior’s Story – Smile Strong, stands out by closely weaving Colgate into a memorable, emotionally engaging narrative. The ad builds awareness and drives consideration, while making the ‘Smile Strong’ platform stand out and reinforcing Colgate’s point of difference.

A meaningful story with a purpose

At the centre of the Colgate Smile Strong ad is a caregiver who understands the effect poor oral health can have on children and takes action to help address it. The creative brings real-life challenges, such as early tooth decay, to the forefront while positioning Colgate as a catalyst for positive change through its Bright Smiles, Bright Futures initiative. By grounding the story in an authentic human experience, the ad builds an emotional connection with viewers and reinforces oral health as an important foundation for confidence and wellbeing. The result is a meaningful message that resonates with audiences while staying closely tied to the Colgate brand.

Creating a lasting impression
The ad’s lasting impact comes from the tone it chooses. Rather than leaning into fear, the creative approaches the issue through care and empathy. Junior’s story shows the positive change that can come from proactively taking action, making the message feel more heartwarming and authentic. This allows Colgate to meet consumer needs in a meaningful way, build brand love, and leave viewers with a warmer, more lasting impression of the role the brand can play in people’s lives.

“This campaign strikes a chord because it leads with real-world impact. By featuring an authentic kindergarten teacher on the ground, the ad delivers a serious health message with a gentle, understated touch that truly connects with Kiwi families. It shines a spotlight on what we care about most: getting practical education and hygiene packs into the hands of children who need them through our Bright Smiles, Bright Futures program. This monthly award is a wonderful acknowledgment of that mission, and we are incredibly proud to see our commitment to New Zealand’s communities celebrated in this way”

– Mike Norris, Marketing Director, Oral Care, Colgate-Palmolive South Pacific.

To learn more about how Kantar can help with your creative optimisation or to enter your ad into the awards, reach out to talha.waqas@kantar.com

This article was published in StopPress news July 2026.