Description
For 90 years, Colgate has been traditionally recommended by dental experts. A functional benefit like cavity protection was always treated with clinical intensity and seriousness. With ‘Raised by Sweets’, cavity-protection was shown in a way never seen before in the category. The film didn't feature a lab, it featured the home of a 125-year-old sweet making family and their unguarded rhythm as they’re surrounded with one thing toothpaste commercials villainize. The film follows Vertica, the matriarch of a 125-yr old sweet making family and an unlikely advocate of the brand. As she walks us through her legacy, her family, their heartwarming chemistry and an insatiable love for sweets, we get a glimpse into the unguarded rhythm of an entire generation that has grown up with sugar, but without cavities. No endorsement could have done what a family who has thrived on sweets for generations did. And when they spoke of Colgate protecting their legacy, it didn't sound like an ad.
