WINNER Gold Reggie Award for Promotional Excellence
Issue:
Pfizer had a ground-breaking plaque-tinting rinse for kids, but no experience marketing to them. With no TV and a limited budget, Pfizer needed to catalyze a new practice among consumers notoriously resistant to healthy, better-for-you behavior.
Insight:
“My mom wants me to brush longer, but there’s no food in my teeth, so I’m done.” “I don’t care about something I can’t see.” “Brushing’s boring.”
Historically, oral care had been sold to mom on the platform of hygiene and health. But for kids, the abstract notion of “prevention” needed to be supplanted with a more immediate “mission”. We needed to anthropomorphize the problem to create urgency and action.
Solution:
Using Animarketing, our character development tool, we conjured up a brand hero who made plaque visible to kids. Agent Cool Blue and his villainous counterparts, The Plaque Pack, inspired a holistic campaign which featured an original DVD movie premium and an interactive website that motivated the practice as much as the purchase.
Results:
In just one week Agent Cool Blue sold 1.2 million units, far exceeding goals. And after three months in market, the product sold out.
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ACB Website -
ACB Web Game -
ACB Richmedia Banner Ad -
ACB Banner Ad 1 -
ACB Banner Ad 2 -
ACB DVD Movie