Colgate Thailand empowers people to 'yimsu' and smile with resilience during difficult times

SoHo Square Bangkok, in partnership with Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, has launched the latest brand campaign for Colgate Thailand titled #YimsuGeneration which builds upon the previously launched #Yimsu campaign in 2020.

At the heart of the campaign, Colgate tells the true story of Thun-Nitcharee Peneakchanasak through a two-minute short. With the production done by Hogarth and Underdoc, the short depicts how Thun has not lost the ability to keep smiling and found the strength to pursue a new dream despite losing both her legs in a train accident at 14. The agency said that she embodies the Yimsu (smile strong) ideal and becomes the face of a generation hit by soul-crushing crises, yet remains positive and resilient through difficult times. The campaign also features long-form content and TV commercials, along with integrated communications across digital and activation.

Andrew Chu, executive creative director, Soho Square Bangkok, said that the latest campaign aims to strengthen the Yimsu concept laid out by previous campaigns under the same theme. While last year’s campaign aimed to encourage Thais to smile strong whenever they find themselves in times of hardship, the latest work was developed to empower today's generation to keep smiling and be resilient enough to thrive.

“By showing Thun’s story, we want to highlight that despite family or parent’s best interests for their kids, life doesn’t always go as planned, and the most important thing is to never give up. We hope that Thun’s optimism can inspire people of all ages to become more resilient and smile strong through all the challenges they face these days,” said Chu.

Arisa Ruchirawat, oral care marketing director for Colgate-Palmolive said: “Since our first #Yimsu campaign last year talking about the power of smiling through adversities, Colgate Thailand has committed to inspiring Thais to embrace the spirit of optimism and resilience to help them get through obstacles in life. We believe that despite whatever happens, with the right perspective and mindset, they will be able to rise above the challenges and build a better future for themselves.”

SoHo Square Philippines also launched a similar initiative for Colgate last year in November. Titled #SmileStrong, the campaign was also done together with Red Fuse and spotlighted three exceptional individuals, or Muses, whose “Optimism in Action” sparked positive change among their respective communities and social spheres.

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