Tom’s of Maine is redefining what it means to whiten teeth naturally with the launch of its latest campaign, challenging the misconception that natural whitening toothpaste is an oxymoron. Many consumers prefer natural products for themselves and the planet but question whether they can truly be effective.
Anchored by the tagline “Never Underestimate Nature,” the campaign, created in partnership with VML, takes inspiration from nature’s remarkability—like turning lakes pink and guiding salmon upstream. If nature can do that, why wouldn’t a natural toothpaste be capable of whitening teeth effectively? Through stunning visuals and thought-provoking storytelling, the campaign challenges the notion that natural toothpastes can’t be effective, underscoring that with Tom’s of Maine Whiten+ you can get the best of both worlds.
The national media support for WHITEN+ will feature a comprehensive, cross-channel strategy designed to maximize audience reach across all consumer touchpoints. Strategic media placements will be complemented by high-impact content, including sponsorships and takeovers, ensuring broad visibility and engagement for Tom’s of Maine.
Justin Roth and Jim Wood, Executive Creative Directors, VML, NY: We really wanted to flip the conventional thinking about natural products on its head, and get people to look at them in a whole new way. So we loved this idea of using the unbelievable power of nature to highlight Tom’s of Maine’s effectiveness.
Melissa Carrion, Director, Integrated Marketing at Tom’s of Maine: With this campaign, we really wanted to get back to the core of what makes Tom’s of Maine, Tom’s of Maine—our connection and commitment to nature. Our customers care about their well-being and the environment, seeking products that align with their values. They want a toothpaste that’s effective and natural. With Tom’s of Maine, they finally get the best of both worlds: a brighter smile without compromise.
Credits:
Client:Colgate-Palmolive Amy Benford — Senior Vice President, General Manager, Colgate-Palmolive Kristen Babkes — Senior Director of Integrated Marketing, Colgate-Palmolive Melissa Carrion — Director of Integrated Marketing, Tom’s of Maine
Production: MOFA Bill Bleakley — Director Darcy DeSilva – Content Shooter Llew Griffiths – Executive Producer Linzee Rose — Producer
Creative Agency: VML Wayne Best — Chief Creative Officer Jim Wood — Executive Creative Director Justin Roth — Executive Creative Director Mike Lipton — Creative Director, VML Sydney Richter — Senior Art Director Jack Lyons — Senior Copywriter Jessica Fiore — Executive Producer Joanna Moy — Managing Director, Brand Strategy Jessica Summerfield — Executive Director, Brand Strategy Natasha Davis — Senior Strategist Becky Ginsberg – Executive Director Aleya Brahmachary — Managing Director Susan Min — Account Director Isabella Novack — Senior Account Manager Katie Moore — Program Manager Emily Lancaster — Associate Director, Strategy Jaimie Mammolito — Director, Comms Planning Jennifer Blum — Associate Director, Business Affairs Tatyana Burtman — Senior Content Business Manager
Media Agency: Wavemaker Jessica Gagliardi — Executive Director Michelle Carpenter — Group Account Director, Planning Talia Greenbaum — Director, Planning Thomas Kroszner — Associate Director, Planning Dianna Mazzochi – Manager, Planning Preston Cucuzza – Sr. Associate, Planning Brandon Mattis – Programmatic Lead Julianna Burges – Director, Programmatic Mehedi Khan – Associate Director, Programmatic Josh Viorge – Associate, Programmatic Francis Udler – Director, Digital Investment Julianna Murphy – Associate Director, Digital Investment Alexandra Manolis – Sr. Associate, Digital Investment Deena Kouroupas – Associate, Digital Investment
PR Agency: Burson Yocasta Shames, Executive Vice President Marco Carreon, Senior Vice President Claudia Garcia, Vice President Sydney Tsao, Account Director Jemm Magaling, Senior Account Executive Miranda Mcardle, Account Executive
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