Love the smile you have.

Rembrandt whitening toothpaste is facing a challenge. After years of marketing inactivity the sales are tanking. And although it enjoys a solid brand recognition, the brand lacks differentiation from other whitening products. So for the first campaign in more than two decades there was a need to relaunch the brand with a new, bold positioning that would resonate with consumers and help set it apart from its mass market competitors.

Thus a #LoveMySmile campaign was created. In the category rife of promises of a perfect, flawless smile, we decided instead to celebrate real human smiles — because all smiles are beautiful and perfect in their own way. The snuggle tooth, the wide gap — it's all the things that make our smiles, and more importantly us, unique.