This Cavity Prevention Campaign Involves Free Toothpaste Samples
Alyson Wyers — July 18, 2014 — Marketing
References: vimeo & creativecriminals
Toothpaste company Colgate is thinking outside the box by getting inside of one when it comes to cavity prevention. Using the extremely relevant medium of a vending machine, Colgate reprogrammed the small screen to offer dental care reminders. Plus, every time you purchase a sweet treat from one of their altered vending machines, you also get a free sample of toothpaste.
Committed to oral health, Colgate's cavity prevention campaign is called The Sweetest Treat. By coupling sugary snacks and dental hygeine reminders, this initiative is likely to be very successful. The objective here is to "revitalize the habit of brushing after eating." By targeting young adults who are on the go and experiencing cravings, they hope to emphasize the importance of routine oral care despite Colgate's long-lasting promises.
Committed to oral health, Colgate's cavity prevention campaign is called The Sweetest Treat. By coupling sugary snacks and dental hygeine reminders, this initiative is likely to be very successful. The objective here is to "revitalize the habit of brushing after eating." By targeting young adults who are on the go and experiencing cravings, they hope to emphasize the importance of routine oral care despite Colgate's long-lasting promises.
Trend Themes
1. Reprogrammed Vending Machines - Reprogramming vending machines to offer dental care reminders and free toothpaste samples creates a unique opportunity for companies to encourage good dental hygiene practices in a fun and memorable way.
2. Health Promotion Campaigns - Creative initiatives like Colgate's Sweetest Treat campaign help companies to promote oral health and wellness in a way that is engaging and relevant to their target audience.
3. Convenience-based Advertising - By offering free toothpaste samples in vending machines, Colgate has started a trend of placing products in convenient, high-traffic locations in order to reach consumers where they are most likely to make on-the-spot purchasing decisions.
Industry Implications
1. Consumer Packaged Goods - Companies in the consumer packaged goods industry can benefit from using vending machines as a creative way to promote their products and increase brand awareness, while also encouraging healthy habits among consumers.
2. Healthcare - Reprogrammed vending machines and other creative initiatives that encourage good oral hygiene practices can help healthcare providers to improve overall patient health and wellbeing, while also reducing healthcare costs associated with oral health problems.
3. Advertising and Marketing - The trend of convenience-based advertising presents a unique opportunity for companies in the advertising and marketing industry to get creative with product placements and promotions, and to find new and innovative ways to engage consumers.
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