DON'T NEGLECT YOUR TEETH

THE IDEA

To make toothpaste top of mind during a time of year when candy usually reigns supreme. 

We wanted to prove that no matter how much kids were affected by all this sugar, their teeth would be fine. Because we are every parent's partner in this sweets-filled time of year.

But first we had to prove sugar did in fact affect kids. 

So we put cute little kids in Halloween costumes in a room with a ton of candies then waited to see what happened.

As you can imagine, the ensuing scene wasn't pretty. But it did prove our hypothesis. 

This campaign ranked #2 among the 5 brands that dominated Halloween was liked and shared by over 6 million people in the week leading up to the holiday. And the story wasn't just picked up by the industry , it hit local news and even dental publications. Sales rocketed especially online where vouchers and coupons rewarded viewers and sharers.

MEDIUMS: ONLINE CONTENT, SOCIAL, E-COMMERCE

Role: Creative Director - Publicis NYC