Dental care brand Colgate has launched a campaign for its new kids’ toothbrush Colgate Design-it.
The integrated campaign, exclusively through Multi Channel Network, centres on a competition for kids to design their own toothbrush.
Over 10 weeks young viewers of channels the Cartoon Network and Boomerang can enter a design-your-own-toothbrush using a branded ‘drag and drop’ game.
The game aims to reflect the way children can personalise their Design-it toothbrush with stickers. Kids can win prizes including an LCD TV, Xbox with XBox Kinnect.
The campaign also includes a TVC that features cartoons members of Ben 10 and the Powerpuff Girls. The spot will run across MCN channels Arena, E! LifestyleYOU, FOX8 and 111Hits.
Launched at Westfield Parramatta, an experiential extension saw a games area with two three-metre high toothbrushes and a dentist on hand to answer dental hygiene questions from parents.
Elizabeth Minogue, Multi Channel Network strategic integration director said: “As a leader in its category, Colgate’s latest innovation is a fun and interactive product that’s a perfect fit for Cartoon Network and Boomerang’s energetic audience of five to twelve year olds.”
“The campaign to promote the Colgate Design-it engages kids with fun activities in settings they’re most comfortable in – shopping with their parents, watching their favourite TV shows and playing games online. The activity in Westfield also allowed parents to get involved while promoting Colgate’s message that you’re never too young to start practising good dental hygiene.”