Colgate PH marks 100 years with expanded oral health push

Insider Spotlight

• Colgate-Palmolive Philippines celebrates 100th year with new pledge
• Company targets 100 million oral health kits for children by 2035
• Builds on 55 million kits already distributed nationwide
• Partnerships with DepEd, PDA, and major retailers drive expanded reach

Colgate-Palmolive Philippines is leveraging its 100th anniversary to ramp up its public health efforts, pledging to distribute 100 million oral health kits to Filipino children by 2035.

The commitment, unveiled during its centennial celebration in Taguig, signals a shift from legacy-building to scaled social impact in one of its key markets.

The big picture

The initiative expands the long-running Bright Smiles, Bright Futures program, which has already reached 55 million children across the Philippines as of 2025.

With 72 percent of Filipinos suffering from dental caries, the company is positioning prevention and early education as critical to improving national health outcomes.

What they’re saying

“If our first century was about building the foundation, our next century must be about deepening our impact. We are pledging to move faster and reach further to double our social impact,” Angel Qi, senior vice president and general manager of Colgate-Palmolive Philippines, said in a press statement on March 19, 2026.

“This 100 million commitment is more than a number, it is a renewal of our pact with the Filipino people, and our way of honoring the trust built over the last hundred years.” 

“We are proud to share that, with the support of our partners, we have reached two billion children and their families in over 100 countries through our Colgate Bright Smiles, Bright Futures program,” said CEO Noel Wallace.

Why it matters

The centennial milestone provides a strategic platform for Colgate to deepen brand equity while addressing a widespread health issue in the Philippines, where access to oral care remains uneven.School-based distribution enables scale while embedding the brand early among future consumers.

By the numbers

The 100 million target represents a doubling of Colgate’s cumulative reach in the country within the next decade.

What’s next

The expansion will be supported by new and existing partners, including SM Foundation, Watsons, Puregold, and World Vision, alongside the Department of Education and Philippine Dental Association.

“Each of you reaches communities Colgate cannot reach alone. But together, our reach grows exponentially,” said Edith Marquez-Reyes, vice president for marketing. —Vanessa Hidalgo | Ed: Corrie S. Narisma