CAPABILITIES: ADVERTISING, COMMUNICATIONS, CONTENT PRODUCTION
Toothpaste advertising has become formulaic and bland.
Consumers have come to accept the category as something to be tolerated. Or (more likely) just ignored.
"It's samey, boring... I've seen it a hundred times before..."
Arm & Hammer wanted to shake things up: work to get consumers to pay attention to the category again - and in doing so, reconsider their predictable brand choice...
NOT FOR SLEEPWALKING SHUFFLERS
We created a campaign for those people who expect a little more out of life, people who are always looking for the next excuse to smash through the tedium and discover something exceptional.
Arm & Hammer is the only toothpaste containing kick-ass baking soda. That’s why it tastes exceptional, feels exceptional and cleans in an exceptional way.
DO FESTIVAL BETTER
We gave the ‘You Can Do Better’ campaign social stretch by capitalising on a partnership with the Wilderness Festival. The message was a simple one: “first we helped you to better care for your teeth with baking soda; now we’re here to help you festival better!”
Handy festival hacks, presented by Life Coach, gave insightful festival tips to improve consumers’ festival experience – all in Arm & Hammer’s irreverent and quirky tone of voice.
Then, a competition aspect increased the campaign reach even further. We gave consumers the chance to win tickets to Wilderness Festival by answering baking soda related questions. It was an extremely successful incentive-driven promotion that entertained, informed and sent engagement figures soaring.
A KICK-ASS CAMPAIGN
The ‘You Can Do Better’ campaign reached out to those consumers who just demand that little bit more out of life, love and toothpaste:
it spoke to those discerning folks who don’t just accept ‘acceptable’.
The campaign was an announcement that oral care doesn’t have to be average – brought to life by our deliciously mutinous Life Coach.