In today’s world, where appearance often takes precedence over everything else, it’s easy for children to feel self-conscious about their teeth. But what if we shifted the focus from perfect teeth to healthy teeth? That’s precisely the message behind Aquafresh’s groundbreaking campaign, “Perfect Teeth Are Just Healthy Teeth.”
According to recent research conducted by Haleon Research, nearly half of UK children experience low self-confidence due to their teeth, leading them to hold back, speak or smile less, and miss out on the joys of childhood. It’s a distressing statistic that highlights the need for a new approach to dental care—one that celebrates diversity and empowers children to embrace their unique smiles.
Enter Aquafresh and Grey London, two industry leaders on a mission to change the way we think about teeth. Together, they’ve launched a revolutionary campaign aimed at challenging the traditional beauty standards associated with dental health. Instead of promoting the idea of “picture-perfect” teeth, they’re championing the concept of “perfectly healthy” teeth—regardless of their appearance.
The campaign, “Perfect Teeth Are Just Healthy Teeth,” takes a refreshing approach to oral care by highlighting the transitional phase children experience as they grow from baby teeth to adult teeth. It celebrates the diversity of dental configurations, from bucky gaps to snaggle tooths to tinsel-teeth, and everything in between. According to Jayant Singh, Global Head of Oral Health at Haleon, the campaign is a bold step towards reshaping children’s perceptions of dental beauty. By shifting the focus from aesthetics to health, Aquafresh is empowering children to embrace their smiles with confidence.
Renowned British creative Rankin was enlisted to photograph primary school children proudly displaying their healthy teeth for the campaign. These inspiring images can be seen across various platforms, including out-of-home advertising and social media. But the campaign doesn’t stop there. Aquafresh and Grey London are also exploring innovative concept toothbrushes, known as “The Newfanglers Brushes,” designed to make oral care fun and engaging for children. With whimsical names like Fangtastic and Gap Getter, these toothbrushes aim to spark conversations and normalize all types of teeth.
David Wigglesworth, Executive Creative Director at Grey London, explains the rationale behind the campaign’s playful approach. While insecurity about one’s teeth is a serious issue, he believes that the solution doesn’t have to be solemn. By tapping into our inner child and embracing a sense of whimsy, Aquafresh and Grey London hope to make dental care more approachable and enjoyable for children everywhere.
The “Perfect Teeth Are Just Healthy Teeth” campaign is more than just a marketing initiative; it’s a movement to redefine beauty standards and promote confidence in children of all ages. With its empowering message and innovative approach, Aquafresh is leading the way towards a future where healthy smiles are celebrated, regardless of their appearance.
