Full Service Advertising
Getting Parents to Change how they view Kid’s Dental Hygiene
Having launched ten years ago, Brush-Baby had enormous success with their baby and kids oral care range. But with 1 in 4 under 5’s visiting the dentist with preventable problems, there was still a massive awareness job to do.
Our aim was to bring more emotion to what traditionally is a highly standardised market, and ultimately draw attention to something parents tend not to prioritise. By transforming their communication from rational based messaging to a far more engaging emotional journey, we got parents onboard, and by putting fun into the process, we hooked kids in too.
‘With you every smile of the way’ became our brand purpose, as we took our audience on a journey from gum care right through to grown-up teeth. Our new photography helped bring the emotion out of their products, and our carefully segmented social and digital campaign helped engage mums, dads and grandparents too. We didn’t just focus on reach, we even helped increase frequency with their rewards club ‘Smilestones’.