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.

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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

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While many consumers prefer natural products for themselves and the planet, they remain skeptical about their effectiveness—especially when it comes to whitening toothpaste. Tom’s of Maine aimed to shift this misconception and prove that nature has the power to whiten teeth effectively.

Nature is full of incredible phenomena that surprise us, from naturally pink lakes to salmon that swim upstream. If nature is capable of all that, why wouldn’t it also be capable of whitening teeth?

VML partnered with Tom’s of Maine to create “Never Underestimate Nature,” a campaign that flips conventional thinking on its head. Through stunning visuals and thought-provoking storytelling, the campaign highlights the unbelievable power of nature and how Tom’s of Maine WHITEN+ toothpaste delivers equally as unbelievable results.

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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