In 2016, Colgate relaunched their Smiles toothpastes to challenge the kids toothpaste market leader. To catapult Colgate into the forefront of families’ minds, we created a series of children’s stories - Two Minute Tales. Turning the brushing battleground into a moment of parent-child bonding, addressing the struggle of getting children to brush their teeth for 2 minutes. Hosting the content on www.colgatetwominutestales.co.uk through Tumblr and driving parents to the stories via a number of key media partners and PR. With a mobile first solution, we reached over 80% of our audience with this brushtime solution and received over 8,000 positive comments.