BBDO Guerrero, Kintab and MWWP show how traditional toothpaste leaves a negative impact on the environment

On September 6, the groundbreaking campaign The Killer Smile was unveiled at a symposium in Taguig. In collaboration with Kintab, the Marine Wildlife Watch of the Philippines (MWWP), and BBDO Guerrero, the campaign sheds light on the effects of plastic toothpaste tubes on the environment.

The Killer Smile campaign boasts three striking visuals depicting popular marine animals: a dolphin, a whale, and a polar bear. All three visuals show all the different animals made of toothpaste dying on top of a toothbrush—a powerful representation of how our daily oral healthcare practice harms marine wildlife especially when discarded irresponsibly.

Kintab’s Toothpaste tablets are locally-sourced, vegan, cruelty-free, and a sustainable alternative to traditional toothpaste that come in plastic-free packaging. To help the product connect with the consumers visually, a familiar toothpaste box was introduced containing two variants of Kintab, Blizzard and Herbed, along with a bamboo toothbrush for a completely sustainable brushing experience. The copy on the box contains information about the threats of plastic to marine wildlife with the solution being housed inside. 

Dr. AA Yaptinchay, the Executive Director of Marine Wildlife Watch of the Philippines, expressed the urgency of addressing plastic pollution in marine environments. “Single-use plastics, including the packaging of everyday items like toothpaste, aside from its obvious direct effect when it chokes an animal and smothers its habitat, can break down into microplastics, which are highly toxic to marine wildlife when ingested and can lead to illness and death. It’s crucial that we become mindful of the impact our everyday actions have on the environment, as every piece of plastic that ends up in the ocean threatens the health of our marine ecosystems.”

Guilian Sencio, CEO and co-founder of Kintab, emphasized the importance of the campaign: “The Killer Smile is an eye-opening reminder that even the smallest daily habits, like brushing our teeth, have an environmental impact. It’s vital that we make the switch to more sustainable alternatives like Kintab to help protect our oceans and wildlife for future generations.”

Creative agency BBDO Guerrero played an instrumental role in bringing this campaign to life. Alexandra Lopez, Associate Creative Director of BBDO Guerrero, said: “Creativity can inspire positive change. Through powerful visuals, we’re not only raising awareness but also sparking a conversation about how our actions, no matter how small, can have a significant impact on the world around us.”

The campaign also launched this September coinciding with the observance of the Maritime and Archipelagic Nation Awareness Month (MANA Mo) reminding Filipinos of their deep connection to the sea, as the Philippines is an archipelago of over 7,000 islands and 14,000 coastal communities that rely heavily on maritime resources for their livelihoods. 

The visuals were unveiled at the Pulse63 Healthcare Ventures office in Bonifacio Global City, a venture capital firm that helps build and accelerate healthcare companies like Kintab in the Philippines and beyond. For more information about Kintab Toothpaste tablets visit their website at Kintab.co, and learn more about marine conservation through the Marine Wildlife Watch of the Philippines at www.mwwphilippines.org.