Celebrities join “Dzintars” advertisement to inspire patriotic smiles

The iconic Latvian cosmetics brand "Dzintars" has launched an unconventional ad campaign for its “Asari” toothpaste, inspiring people to smile not only on the grayest of days but also with patriotic pride. The campaign features several local celebrities, including the youth-favorite singer Patrisha, Olympic 3x3 basketball player Kārlis Pauls Lasmanis, and co-owner of the “Vīnkalni” pizzeria Artis Zentiņš. In the ad, they share personal stories about the significance of smiling in their lives and professions, reinforcing the message that a smile begets a smile. Alongside, the celebrities encourage people to choose locally produced toothpaste, ensuring their smile is not only bright but also patriotic.

An ad that inspires youth and all of Latvia!

This ad campaign is yet another testament to the iconic “Dzintars” brand, which not only offers high-quality, innovative products made in Latvia but also inspires ambitious young people to further develop their talents. This is why the always creative and patriotic "Ghetto Games" team participated in the production of this ad, crafting a radiant story with their unique vision and passion.

Raimonds Elbakjans, founder of the international youth movement “Ghetto Games”, says:“At Ghetto Games, we teach people to fight to the end and ‘show their teeth’ to opponents. In life, too, you can achieve a lot with strength, but even more with a smile. In our community, there are many talented young people who have proven this. Together with the unique ‘Dzintars’ toothpastes, which we ourselves use, we decided to share these inspiring stories because a smile begets a smile. But everything starts with regular toothbrushing and oral hygiene”. 

How does a smile help local celebrities?

Energetic, stylish, and always positive singer Patrisha shares her thoughts:
“The stage goes hand in hand with a smile. It’s a big responsibility, but at the same time, it’s a freedom that I wish everyone could experience. To get to the big stage, you need time, effort, talent, and, of course, a smile. That’s why I recommend Dzintars toothpastes with a taste of Latvia!”

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A similar story comes from Artis Zentiņš, representative of the popular “Vīnkalni” pizzeria, who, as a spokesperson for the “Dzintars” “Asari” toothpaste line, emphasized:

“Hospitality goes hand in hand with a smile. Delicious food not only satisfies hunger but also brings emotions – that’s why we live, right? Through my work, I strive to make people happier and more smiley because a smile begets a smile”. 

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Meanwhile, Olympic 3x3 basketball player Kārlis Pauls Lasmanis, participating in this “Dzintars” toothpaste ad campaign, says: “Sports and smiles are a harmonious combo, especially in moments of victory. But even after losing games, you should try to smile because there are always more battles and victories ahead”. He also encourages people: “Smile, because it costs nothing”.

Commenting on the campaign, “H.A.Brieger” co-owner and CEO Anastasija Udalova emphasizes: “I am genuinely proud that Latvian society is increasingly valuing local beauty products. By choosing locally made products in stores, including the ‘Dzintars’ toothpaste line ‘Asari,’ consumers not only support the local economy but also contribute to the development of quality and innovative solutions. This, in turn, motivates us, as the largest cosmetics manufacturer in the Baltics, to create products in our laboratory at Mālu Street 30 in Riga, Latvia, that meet not only the desires of Latvian residents but also global trends.”

A. Udalova continues: “If you asked me why you should choose the ‘Asari’ toothpaste line from ‘Dzintars’, I could talk about it for hours. But here are the three main reasons. First, ‘Asari’ toothpastes are not only effective but also have innovative flavors that are unique to the adult product segment – apple-quince, blackcurrant, and rhubarb. Second, these fruits and berries are characteristic of our country, meaning they are the flavors of Latvia! Third, by choosing ‘Dzintars’ toothpastes, you not only care for your oral health but also support Latvian innovations, helping our country smile wider and prouder”. 

As previously reported, the innovative “Asari” toothpaste line has been part of the “Dzintars” brand portfolio since 2022. Currently, Latvian consumers can enjoy the new limited-edition apple-quince toothpaste alongside the already popular rhubarb, blackcurrant, and orange-mint flavors. 

About H.A. Brieger

The origins of the Dzintars cosmetics brand date back to 1849, when Heinrich Adolf Brieger founded a soap and perfumery factory in Riga. Over three generations, it grew to become one of Latvia’s largest cosmetics manufacturers. The company’s new owners acquired the factory with the aim of returning to Brieger’s approach - developing products slowly, deliberately, and meticulously to meet the needs of today’s dynamic world. As a result, the company and factory name was restored to its historical identity, “H.A. Brieger,” while the cosmetics brand retained the name “Dzintars.”

The main shareholder of H.A. Brieger is the Estonian industrial manufacturing company “Skinest Group,” which operates in 10 countries and employs over 1,400 people. “Skinest Group” owns 67% of H.A. Brieger, while 33% is owned by the company’s CEO, Anastasija Udalova. H.A. Brieger holds ISO 9001 quality management and GMP (ISO 22716) good manufacturing practice certifications. For more information about the company and its brands, visit www.dzintars.lv.