Tom’s of Maine is redefining how we perceive natural whitening toothpaste with its latest campaign, proving that natural ingredients can be both effective and powerful. Inspired by nature’s remarkable feats and phenomena, the campaign challenges conventional thinking and invites consumers to embrace a brighter smile—without compromise.
Never Underestimate Nature
Challenging misconceptions about natural whitening toothpaste by showcasing nature's extraordinary power
Client
- Tom's of Maine
Bureau
- New York
- United States
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.
Melissa Carrion
Director, Integrated Marketing at Tom’s of Maine
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.
Justin Roth and Jim Wood
Executive Creative Directors, VML New York
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