Description
Sweets are an indispensable part of our heritage and celebration. Yet for decades, oral health communication, including our own, treated mithais as the enemy. 'Raised by Sweets' reimagines cavity protection in every way possible. We could have used experts to demonstrate our proposition. Instead, our 'experts' were a family with a 125-year sweets legacy, the most stringent challenge imaginable. We follow Vertica, matriarch of the Anandam family, as she walks us through her legacy, her family, their heartwarming chemistry and an insatiable love for sweets. Through her, we get a glimpse into the unguarded rhythm of an entire generation that has grown up with sugar, but without cavities. This real-world torture test for a toothpaste brand could not have been recreated in a lab. Totally unscripted, audiences became privy to unfiltered conversations and sweet revelations. And Colgate, a forever present family member existing quietly in the background.
