Colgate, the leading toothpaste brand in the country, is continuing its mission to keep Filipino families strong, healthy, and smiling as it launched the new Colgate Maximum Cavity Protection toothpaste with Amino Power that helps strengthens teeth from within.

This product’s formula with Amino Power has Arginine that feeds protective bacteria to help defend against caries. It also contains fluoride that fights tooth decay by helping add natural calcium to teeth to make them strong.

"Colgate has always been committed to developing innovative and effective products to help keep Filipinos cavity-free, strong, and smiling bright. This new product with Amino Power that helps strengthen the teeth from within will definitely be a game-changer in the oral care market,” said Michelle Villena, Marketing Manager of Colgate-Palmolive Philippines.

Colgate also spearheaded a campaign to encourage parents, especially mothers, to unlock the inner strength of their children by ensuring that they are always fit to conquer life’s challenges. By doing so, moms must ensure that their kids are not just mentally-equipped, but physically-equipped as well—this is where oral health is highlighted.

Having poor dental care habits, most especially for children, is proven to lead to numerous problems such as the loss of one’s confidence and self-esteem, absenteeism, sleeping problems, and other more serious health complications. Parents must then pave way to strengthen their children’s teeth so they can have #NgitingPinatibay.

"We recognize that there is a strong importance in building grit and resilience among Filipinos—this is really what we stand for in our campaign and this is what we want to talk about moving forward. With Colgate that strengthens teeth from within, we are also allowing them to experience life to the fullest without missing school,” Villena added.

Actress and Magandang Buhay host Karla Estrada has been named as the new Colgate ambassador because she continues to showcase what inner strength really means.

Being a single mom of four children, Estrada needed to be stronger to keep hold of her family. She admitted that she faced all the past adversities with a positive outlook because she did not want her kids to worry.

"Hindi ko sinasabi na parang ang dali-dali lang ng lahat, napakahahirap po. Pero sa likod ng hirap na ‘yon, wala namang ibang solusyon kundi ngitian ang problema," she said.

Estrada also mentioned that she started unlocking her children’s inner strength at home where they learned all their good deeds as they grow.

"I always tell them na however kahirap ang struggle na pinagdadaanan mo, number one, may karamay ka diyan [always], si God. And after that, you get a smile," she said.

Teacher Sarah Rose Marzan of the Tenement Elementary School said that inner strength for children is vital because they should learn coping skills and to develop resilience so that when they face problems as they age, they will not fear and instead gain the strength to combat any hindrance in their way.

Like Colgate, "Momshie" Karla wanted to strengthen her family from within, so she took time and effort on doing so because she knew that success does not happen in a blink.

On further "pinatibay" advocacies

Aside from launching its new Amino-powered product, Colgate also aimed to strengthen its commitment to work collectively with the Department of Education (DepEd), Department of Health, local government units, and various public health dentists associations to promote proper oral care.

Colgate has been present in the Philippines for more than 90 years. It has been active on-ground in educating families about good oral care habits through its various projects such as the Colgate Scholarship Promo, Philippine Anti-Cavity Campaign, and the 'Bright Smiles, Bright Futures' (BSBF) program.

Since 1997, BSBF, which is Colgate Philippines’ largest and longest-running campaign of its kind, provides oral health education, tooth-brushing drills, and toothpaste and toothbrush samples to public school learners around the country.

It has now reached 23.8 million children nationwide across 33,000 public schools and 10,000 daycare centers with the help of 2,000 professional dentists.

"Our Department of Education envisions a future where Filipino students begin their schooling in their young years of age until the completion of their basic education with bright smiles on their faces as they receive their diplomas," DepEd Secretary Leonor Briones said.

Colgate also debuted its new Colgate Maximum Cavity Protection packaging that has a logo shaped like a smile for its #NgitingPinatibay campaign. This encourages optimism through the back of its pack with a portrait of a mother and child captioned "Strong Inside, Smiles on the Outside."

For more updates about Colgate, visit its Facebook, Twitter, and Instagram accounts. #ColgatePH