Tom’s of Maine has unveiled its latest campaign that redefines what it means to whiten teeth naturally, challenging the misconception that natural whitening toothpaste is an oxymoron. Many consumers prefer natural products, both for themselves and the planet, but question whether they are actually effective.
Created in partnership with VML, the campaign, which features the tagline “Never Underestimate Mother Nature,” is inspired by the extraordinary things Mother Nature does—like turning lakes pink and guiding salmon upstream. If Mother Nature can do that, why can’t natural toothpaste effectively whiten teeth? Through stunning visuals and thought-provoking stories, the campaign challenges the notion that natural toothpaste can’t effectively whiten teeth, highlighting that you can get the best of both worlds with Tom’s of Maine Whiten+.
National media support for WHITEN+ will feature a comprehensive, cross-channel strategy designed to maximize audience reach across all consumer touchpoints. Strategic media placements will be complemented by high-impact content, including sponsorships and acquisitions, ensuring widespread visibility and engagement for Tom’s of Maine.
“We really wanted to turn the traditional perception of natural products on its head and get people to look at them in a whole new way,” said Justin Roth and Jim Wood, executive creative directors at VML New York. “So we loved the idea of using the magic of nature to highlight the benefits of Tom’s of Maine.”
“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,” said Melissa Carrion, director of integrated marketing at Tom’s of Maine. “Our customers care about their health and the environment and are looking for products that align with their values. They want a toothpaste that’s effective and natural. With Tom’s of Maine, they can finally have the best of both worlds: a brighter smile without the compromises.”
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