Colgate created two minute-long documentaries starring several families in Kenya. The families were given Colgate Maximum Cavity Protection to use for 30 days. These real-life testimonials captured the improvements to their oral health as well as the confidence (fresh breath) the women saw in themselves and their families. The documentaries are currently running as television spots, with plans to roll the campaign out to social media and radio in 2018. The campaign seeks to reach the Peri-urban consumers in Kenya where toothpaste penetration is quite low due to more traditional brushing habits such as sticks.