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Destination

The communication objective was to reach out to the Swedish people, informing them that they should change toothbrushes more often than they actually do (1.7 times/year). The mission statement used was: For better mouths.

Platform

Despite the fact that dentists advocate a change of toothbrush at least four times per year, and preferably five or six times, it is a fact that the average Swede changes toothbrushes less than twice a year. The Swedish dental association has repeatedly and unsuccessfully attempted to convey this message. During fall 2007, Pepsodent took on the mission to inform Swedes about the importance of changing tootbrushes. With a low-interest product such as a toothbrush, it was essential to reach the consumers with the same message from a number of different angles in order to create impact.

Design and Delivery

The media strategy was based on the element of timing in order to facilitate getting the message across to the crowd. During the morning, when tooth-brushing is top of mind, Pepsodent followed  the consumers from morning TV, via the morning paper on the tube, to sampling on strategically selected commuting spots. There were also reminders via OOH posters and digital ads.

• On TV, there were both 20 second spots as well as a unique Pepsodent-branded station ID (announcing the start and finish of the commercial break) vignette on TV4. These vignettes were aired to suit toothbrushing times.
• Pepsodent also used wraps in the freely distributed morning paper Metro along with Pepsodent-branded Metro distributors sampling 10,000 toothbrushes on 15 different locations in important urban areas.
• When it comes to outdoor, a close-to-pharmacies series was used as Pepsodent is listed in pharmacies. 
• All media activities urged people to register via sms in order to get a toothbrush-changing reminder, a timely, new, mobile service from Pepsodent. 

Evaluation 

After seeing the Pepsodent ad, 32% (corresponding to 498,000 people) said that they had the intention of buying a new toothbrush.