“Seinfeld” infamously had the off-putting
“puffy shirt,” but Hello Products starting Monday has a far more appealing “puffy robe.”
In a Gen Z-targeted :15
spot for the Colgate-Palmolive-owned brand’s new whipped toothpaste running on Amazon and YouTube, with extensions into TikTok, Instagram and Snapchat, a woman’s purple robe
puffs up to visualize what’s going on in her mouth as she brushes her teeth. “Hello makes everyday yay,” says a voiceover.
The creative, which will be running on connected TV
through the end of October, has already been teased for the past couple of weeks on Hello’s social channels and by Gen Z
influencers.
In this :15 teaser, which leads off with a woman in a purple robe, several Gen Z-ers wax ecstatic over their
“swirly,” foamy,” “puffy,” “dreamy” and “unexpected” experiences.
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Hello is also promising to name a chief aura officer (CAO) next
month. This person is supposed to serve Gen Z on social media by translating cultural trends into brand storytelling on social media.
The oral care brand will not be the first to announce
a CAO. It was beaten to the punch in January by fitness chain Workout Anytime, which bestowed the honor on Kyle "KJ" Jackson, a member of baseball’s barnstorming Savannah Bananas, who have
themselves formed a partnership this season with Dairy Queen.
Creative for the Hello whipped toothpaste campaign comes from the Walrus agency, with media buying by WPP Media.
Hello products are sold via the brand’s website, as well as at such
brick-and-mortar retailers as Walmart, Target, CVS and Walgreens. The brand was founded in 2012 and acquired by Colgate-Palmolive eight years later.