Crest's Back-to-School Ad Touts the Benefits of Oral Care
Katherine Pendrill — August 9, 2016 — Life-Stages
Procter & Gamble Co. recently debuted a new ad for Crest toothpaste that touts the benefits of oral care. While toothpaste is not the first thing that comes to mind when parents think of back-to-school products, this campaign demonstrates how caring for one's teeth can be linked to academic performance.
The new Crest ad involves a man dressed as Shakespeare sitting at a desk discussing a student that is missing a lively classroom discussion about Hamlet due to tooth pain. The Shakespeare-look-a-like then spouts a series of hashtags that extol the importance of oral care in helping students achieve academic success. As the ad plainly states at the end: "Kids with poor oral health are 3x more likely to miss school."
The ad clearly demonstrates how brands that are not traditionally associated with the back-to-school season can remind families about the important role such products play in the life of a student.
The new Crest ad involves a man dressed as Shakespeare sitting at a desk discussing a student that is missing a lively classroom discussion about Hamlet due to tooth pain. The Shakespeare-look-a-like then spouts a series of hashtags that extol the importance of oral care in helping students achieve academic success. As the ad plainly states at the end: "Kids with poor oral health are 3x more likely to miss school."
The ad clearly demonstrates how brands that are not traditionally associated with the back-to-school season can remind families about the important role such products play in the life of a student.
Trend Themes
1. Back-to-school Oral Care - An emerging trend of promoting oral care products as essential for academic success during back-to-school season.
2. Unconventional Brand Pairings - The trend of brands that are not typically associated with back-to-school season finding creative ways to market their products to families.
3. Health Impact on Education - Growing awareness of the connection between oral health and academic performance, leading to opportunities for innovative campaigns and products.
Industry Implications
1. Oral Care Products - Opportunity for oral care brands to expand their target market by positioning their products as essential for academic success.
2. Advertising and Marketing - Opportunity for advertising and marketing agencies to create unconventional and attention-grabbing campaigns that resonate with families during back-to-school season.
3. Education and Wellness - Opportunity for educational institutions and wellness organizations to collaborate in promoting the importance of oral health in student achievement.
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