Toronto's UNION Creative and Colgate-Palmolive have launched a Twitter-based campaign called, "There's Something In Your Tweet," to support the introduction of the new Colgate* Slim SoftTM/MC toothbrush in Canada. The campaign includes a first-of-its-kind service that puts Twitter to a completely new use: anonymously alerting people to food stuck in their teeth, sparing friends the embarrassment of pointing it out themselves. The message draws attention to the Colgate* Slim SoftTM/MC toothbrush’s 17x slimmer tip† tapered bristles which provides 6x deeper reach‡ to help remove stuck food between teeth. Colgate* Slim SoftTM/MC toothbrushes also have 35% more bristles than an ordinary toothbrush that provide a unique mouth feel while brushing.
"Having food stuck in your teeth is so embarrassing," Lance Martin, Partner and Executive Creative Director at UNION says, "but it's only half of the embarrassment equation. Having to tell someone they've got a huge piece of spinach stuck can be pretty awful too. To avoid embarrassment for everyone, the Colgate SlimSoft brush helps take care of the food and the There’s Something In Your Tweet campaign takes care of pointing it out."
A National Politeness Survey conducted for Colgate-Palmolive by Ipsos confirms this, with more people wanting to know about food stuck in their teeth than willing to tell others about it.
“This campaign is a fun and relevant way for Colgate to interact with consumers while driving awareness for our new Colgate Slim Soft toothbrush innovation,” says Samantha Boulukos, Vice President of Marketing at Colgate-Palmolive Canada Inc.
The service allows users to enter someone's Twitter handle or email address and select from a variety of options ranging from popcorn to "super-healthy kale" for what's stuck. A message is composed and sent and both sender and recipient receive a $1-off coupon for a new Colgate* Slim SoftTM/MC toothbrush.
To complement the service, the campaign also includes media appearances by Anna Post, etiquette expert and great-great-granddaughter of Emily Post, online banners, and postings in restaurant washrooms, where embarrassed Twitter users can secretly alert their tablemates. A booth at the film festival IT Lounge Portrait Studio will give visiting celebrities a new Colgate* Slim SoftTM/MC toothbrush to keep their smiles red carpet-ready.
Colgate Slim Soft – There’s Something In Your Tweet www.colgateslimsoft.ca
Creative Ad Advertising Agency: UNION Creative, Toronto, Canada
Executive Creative Director: Lance Martin
Senior Art Director: Glen D'Souza
Senior Copywriter: Mike Takasaki
Designer: Emmanuel Obayemi
Agency Producers: Jennifer Dark, Julie Riley
Group Account Director: Cheryl McKenzie
Account Supervisor: Daniella Casasanta
Planner: Andrew Carty
Director of User Experience: Eric Sorensen
Community Manager: Alex Avendaño
Developers: Orange Sprocket