The Procter & Gamble brand followed up the launch with a call to action for fans, encouraging them to share their own Smile Stories via video or image on any social platform using the #3DWhiteSmile hashtag. Entries will be gathered from there and hosted in a specially created smile gallery.
Stephen Squire, global marketing director at Oral Care, said: “Smiles have a positive impact on the world. A smile is the first, and most lasting impression – and it can turn strangers into friends. We hope to gather as many brilliantly beautiful smiles as we can through this campaign. The truth is seeing someone smile is contagious. Spreading radiant smiles around the world sends a wonderfully positive message.”
The brand has set up a @3DWhite Twitter account for fans to follow.