Grab Philippines, Colgate-Palmolive partner for #SmileStrong to highlight optimism in action among driver-partners

In conjunction with Buwan ng Tagapaghatid, a month-long celebration recognizing the contributions of its driver-partners to the community, Grab Philippines partners with Colgate-Palmolive to honor the Grab community’s resilience amidst challenging times and to highlight the lives and aspirations of the driver-partners beyond the steering wheels. Colgate and Grab PH seek to ignite confidence and optimism with the inspiring stories of Grab driver-partners to help Filipinos face any adversity with a strong smile.

This collaboration with Grab Philippines offers a new and interactive opportunity for Colgate-Palmolive to inspire hope in thousands of Filipinos and consequently spread hope and optimism to the entire country.

Inspired by the stories of driver-partners who are earning through the platform—including the stories of a law student working as a Grab driver at night to support his studies and a partner who doubles as an entrepreneur and sells his passengers baked goods—Grab and Colgate-Palmolive envision inspiring passengers by highlighting optimism in action. One standout story is that of Benjie Estillore, a 52-year-old Grab driver-partner who was inspired to achieve his dream of attaining higher education after passing by local schools throughout the day. Benjie recounted the difficulty he had in finding a job, having only finished high school. Despite his age, he took a leap of faith and enrolled in school during the pandemic, balancing it with his duties as a Grab driver-partner. Benjie now feels closer to achieving his dreams of a brighter future, showcasing the power of hard work and resilience.

Through this partnership, Grab passengers will come across different prompts throughout their passenger journey, introducing them to a Colgate Smile Strong driver’s personal story after booking a ride. Once inside, a QR code can be scanned, leading to a video narrated by the driver recounting their inspirational story of overcoming their struggles.
Passengers who share their experiences on Facebook and Instagram will be rewarded with discounts and vouchers for Colgate products on GrabMart. Passengers also have the chance to win special Colgate gift packages, as well as join a raffle where 10 winners are eligible to win a month’s worth of free Grab rides. Free samples of Colgate are also available inside every Colgate Smile Strong vehicle.

“Grab consistently reaches out to our partners to ensure that our partners receive the essential support they need for them to continuously earn from the platform during these difficult times. More than a business, we are proud to say that Grab is a community. We are committed to working with the community as together we overcome and adapt to the fast-changing economic situation. Grab is fully dedicated in protecting the wellbeing of our partners and our fellow Filipinos,” said Grace Vera-Cruz, Country Head of Grab Philippines.

Countless more Grab driver-partners are driving their way towards a better tomorrow. With the help of Grab Philippines and Colgate-Palmolive, their stories of resilience and perseverance hope to inspire Filipinos to never forget to #SmileStrong.