Crest's 'Chompers' Keeps Kids Attuned To Brushing

The Challenge

The most common chronic disease among young children is also the most preventable: tooth decay. Gimlet Media’s insight: If it created a compelling audio companion to guide and entertain children as they brush, it could foster a love of brushing. With audio content full of surprising facts, educational quizzes, silly jokes and catchy music, it could win over kids and parents, the ultimate decision makers. 

The Execution

So, Gimlet partnered with Crest Kids to create “Chompers,” a brushing audio companion that entertains kids every morning and night, over the course of exactly two minutes. "Chompers" solves a parental pain point by giving kids a reason to look forward to the next time they get to brush their teeth. 

It was crucial to make this content as accessible as possible. Therefore, it decided to publish "Chompers" on nearly every platform where people download or stream podcasts and music. And even made Chompers its own skill for Amazon Alexa. 

The Results

  • “Chompers” has been downloaded over 4 million times.
  • It is one of the most popular skills on Amazon Alexa. 
  • Before "Chompers", only 6% of parents reported that it was “very easy” to get their kids to brush. After "Chompers," that number jumped to 68%. 
  • Ninety-one percent of parents reporting their kids were brushing more as a result of using “Chompers.” 

Key Takeaways

Use audio’s unique power to get children (and parents) not only to listen but change routines for the better.

Build a rapport with families via a sonically rich world of imagination.

Find a need and fill it.

This won Best in Show in MediaPost’s 2018 Creative Media Awards as well as the Audio category.

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