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With O2, we wanted to elevate Optic White from oral care to oral beauty.
To do that, we had to break the rules. ​
It's Colgate without the dentists or lab coats.​
A whitening toothpaste ad where the smiles aren’t perfect.
While other teeth whitening campaigns revolve around vanity and perfection,
the #SmileOutLoud campaign is about inspiring a deeper level of self-confidence in women.
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The best smiles aren’t
the ones that look good.
They’re the ones
that make you FEEL GOOD.
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There’s nothing more liberating than unleashing your true self
with your loudest, most unapologetic smile.
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