As part of Colgate USA’s long running Bright Smiles Bright Futures initiative, the challenge was to extend oral health education into digital spaces where children already learn and play. The ambition was to create something genuinely useful for families while reinforcing Colgate’s role as a trusted partner in childhood wellbeing.
We led the creative direction of a series of free downloadable digital books designed for children aged four to eight. Using Colgate’s Tooth Defenders heroes, the stories were crafted to promote positive oral hygiene habits while also supporting early reading skills. Each book combined simple narrative, familiar characters, and interactive elements to keep children engaged and curious.
The work was designed as an eReader experience that parents could feel good about sharing. Educational content was delivered through storytelling rather than instruction, allowing children to learn through repetition, character identification, and play.
The results reflected the strength of the approach. Ninety percent of users read each book to completion, and seventy five percent returned to re read their favourites. The experience demonstrated how brands can create meaningful engagement by offering real value, particularly when education and entertainment are thoughtfully combined.
