In a move to encourage trial and category growth in the £840m oral care market, and reinforce its commitment to consumer education, the spend is the brand’s largest to date for the awareness month. Now in its fourth year, Colgate Oral Health Month takes place every September and is the leading UK oral health initiative designed to inform and educate the public of the importance of keeping their teeth and gums healthy.
This year’s campaign will focus on the ‘Healthy Mouth Mission’ and includes road shows in 50 retailer locations across the country, extensive support in dental practices, a nationwide on and off-line advertising campaign, PR and in-store POS. For the first time it will also be supported with social media campaigns on Facebook and www.youtube.com/colgateUK encouraging people to take the ‘Total Healthy Mouth Challenge’, print money off coupons and complete their health mouth mission to enter prize draws to win digital entertainment packages every week during September.
With one in four adults cleaning their teeth less than twice a day and the average number of toothbrushes bought each year just 1.9 compared to the recommended 4, Colgate Oral Health Month aims to raise awareness of the basic essentials of a good oral care routine across the core regime of toothpaste, toothbrushes and mouthwash.
Supported by the British Dental Association and other industry experts and professionals, the campaign kicks off on 1st September with a month-long nationwide tour of Colgate ‘tooth brushing stations’, offering free support and advice for people of all ages who want to brush up on their oral health routine.
Dental hygienists will be at the tooth brushing stations, giving demonstrations and expert guidance, and staff will distribute educational leaflets, money off coupons, children’s brushing charts and children’s stickers. Reinforcing Colgate’s position as the oral care market leader in the UK, the teams will promote the benefits of a good oral hygiene regime using toothpaste, toothbrush and mouthwash.
To help teach children the importance of looking after their teeth and gums from an early age, the campaign will also include dental nurse visits to schools across the country and oral care information packs including money off coupons to send home to parents.
The launch of Colgate’s Plax Magic Children’s Mouthwash coincides with the awareness month and schools programme. Aimed at children six years and over, its unique formulation colours teeth and plaque blue to promote the appropriate length and thoroughness of brushing until the colour disappears. Containing fluoride but no alcohol, Plax Magic goes on shelf in supermarkets during September with an RRSP of £2.19 for 250ml.
In addition, Colgate will be working with dental practices across the UK and Northern Ireland, giving expert advice, patient samples and educational leaflets to promote and improve oral health. Participating practices will receive a Colgate Oral Health Month Practice Pack containing educational materials, motivational stickers, patient samples and promotional materials for dental teams to create practice displays and drive awareness of the campaign.