Objective: To strengthen brand love and affinity by connecting with Thai moms on an emotional level

Situation: over the past 4 years, Colgate 'Yimsu' campaign has been championing real people with incredible “Yimsu” spirit despite the extreme hardships they faced due to them being decriminalized by their personal unfortunate circumstances (such as, disabilities, ages, LGBTQ+)

This year we will make the “Yimsu” campaign more relatable and relevant to every Thai, while building emotional connection with Thai moms around Mother’s Day.

Single mothers in Thailand are stigmatized as inadequate mothers, incapable of providing their children a better future.

As a brand who believes everyone deserve the future to smile about, Colgate wanted to help change this perception by celebrating the incredible ‘Yimsu’ spirit of single moms through a film centered around the real story of Alisa “Tri” Yoohanngoh (aka Moon Shadow), a single mother and professional boxer.

The film highlights the moment when Tri gets knocked to the ground and the referee starting the count for her to get backup. Every count is paralleled with a setback she faced in life, building up to a point where it seems she has lost every reason to keep fighting.

Her daughter’s call wakes her up just before the count is over, but what ignites her “Yimsu” spirit to give her the strength to rise up is seeing the smile of her daughter.

Mother’s day in Thailand, most commercial portray mothers as perfect smiling home makers within the perfect ideal of family with the message of gratitude while the number of single parents in Thailand has risen to 1.34 million, with 80% of them being single mothers.

Lacking support from Thai society, single mothers face hardship in their everyday lives all by themselves, they are often stigmatized as inadequate mothers incapable of providing their children with a better future.

As a brand that believes everyone deserves a future worth smiling about, Colgate wanted to celebrate a smile that’s much more authentic and powerful, the “Yimsu” smile of a mother. A smile that empowers them to continue fighting for their children's futures and let their resilient spirit serve as an inspiration for everyone to find strength in a smile, even in the face of life's challenges.

To turn around the stigma of single mothers in Thai society, Colgate celebrates the incredible Yimsu spirit of Alisa “Tri” Yoohanngoh, a single mother & professional boxer, in a film based on her real life story.

During a boxing match, Tri is knocked to the ground & the referee intervenes to start his count. Each count is paralleled with the struggles she had to face while raising her child alone. Just before the count is over, the smile of her daughter gives Tri the strength to rise up & Yimsu to keep fighting for her daughter’s future.

Launched on Mother’s day on Colgate’s social platform, amplified within the boxing community, as well as airing on national broadcast television.

The film was later edited into various shorter formats as online and social video content in addition to new content created to maintain the campaign momentum.

On a day when mothers from ideal, perfect families are celebrated, we made Mother’s Day celebrations more inclusive with our film, reaching 14 million people within just 24 hours and accumulating a total of over 57.6 million views and counting.

Generating 100% positive reactions, the film inspired thousands of people to share their appreciation and support on social media.

More than just a brand ambassador, ‘Tri’ became a true ‘Yimsu’ advocate, being invited to speak as an inspiring figure on various TV channels.

The film sparked conversations supporting single moms in their everyday struggles while also inspiring female boxers not to give up on their dreams.