Colgate Ad Review: The Sweet Truth About Brushing
India remains the global capital of oral care issues—nearly 89% of people don’t brush twice a day. At the same time, India’s love for sweet treats is deeper than ever. With festivals approaching, dessert culture surges, but brushing often gets neglected. Recognizing this, Colgate launched its Sweet Truth campaign, boldly demonstrating how many Indians end their night with sugar—not toothpaste—to spark a social shift: #BrushTonight.
This Colgate ad review by Ishrath Nawaz explains how the brand used sweet-tooth culture, relatable storytelling, and behavioral nudges to create a campaign with serious impact.
The Concept
The Sweet Truth TVC opens with everyday Indian moments: families opening refrigerators late at night, couples snacking at gatherings, kids stealing chocolates after dinner. And then the twist—people are shown brushing their teeth not with toothpaste, but with sweets like ice cream, kulfi, ladoo, and chocolate.
These striking visuals are paired with a serious voiceover:
“Millions of Indians end their night with sugar. Not toothpaste.”
The message is clear: enjoy sweets if you must, but brush tonight to protect your teeth.
Review Breakdown by Ishrath Nawaz
Creative Twist
Who brushes with dessert instead of toothpaste? That unexpected visual disrupts normal routine and grabs attention instantly.
Relatable Situations
Everyday scenarios—watching TV, late-night snacking, family chats—reflect common behaviors in Indian households. This builds familiarity and emotional connection.
Humor with Purpose
The absurdity of brushing with sweets is funny—but it also conveys a stark truth. Clever play, not gimmick, ensures the message lands without preaching.
Emotional Appeal Through Sweet Culture
Colgate doesn’t shame sweet lovers; it empathizes, then educates. The ad celebrates our love for sugar while warning of its consequences—unless brushing is part of the routine.
Clear Call to Action
The line “Millions of Indians end their night with sugar, not toothpaste.” hits hard and stays in memory. Coupled with the hashtag #BrushTonight, it issues a behavioral nudge: change your night habit now.
Cultural Resonance
By featuring sweets deeply embedded in Indian culture and delivering the message during key snack hours, Colgate ensures maximum relevance and recall.
Why the Campaign Works
- It grabs attention through shock and humor.
- It connects emotionally by showing real habits.
- It educates with a memorable contrast: sugar vs. brushing.
- It calls for action, not tomorrow but tonight, creating urgency.
- It respects its audience, using culture to communicate not criticize.
Behavioral Insight
Behavior change doesn’t happen instantly. According to marketing leadership, brushing every night can reduce cavities by up to 50%. Yet, most urban Indians brush only once a day, and many rural households even less. With festivities around the corner, sweet consumption spikes—and so does the risk of oral health issues.
Through The Sweet Truth, Colgate turns this insight into a cultural moment—by presenting sugar brushing as absurd—and then offering a simple solution: toothpaste before bed.
Final Thoughts by Ishrath Nawaz
From a marketing standpoint, this Colgate ad review underscores a creative intervention done right. It manages to be entertaining, educational, culturally tuned, and behavior-focused—with a nudge that people can act on immediately.
Colgate isn’t just selling toothpaste; it’s championing a healthier nightly ritual—using humor to drive change. That’s powerful marketing.
So tonight, after your dessert—whether chocolate, kulfi, or ladoo—remember to grab your toothbrush. That’s the Sweet Truth.