Kimberly-Clark Dangles National Publicity In Product Promo

Kimberly-Clark is leveraging young people's desire to see their faces onscreen in an ambitious campaign for its new DentaBurst Freshening Teeth Cleaners this month and throughout the spring.

Touted as a way to clean and freshen breath on the go, the cleaners remove plaque from teeth and come in mint and cinnamon flavors. Individually wrapped pieces, smaller than a credit card, are packed 12 to a package. Users wrap them around their forefingers and clean their teeth.

An integrated campaign launching over Valentine's Day weekend is aimed at women ages 19 to 25 who are online and/or going out to the movies. "The online and offline twist coupled with mass sampling will get people talking about DentaBurst," says a spokesperson for Kimberly-Clark.

Among the campaign's components are an interactive Web site, media and PR, movie theater promotion, online marketing, organic consumer referral and sampling, consumer and trade ads, a YouTube video contest and word-of-mouth marketing. Amanda Besemer + Co. of New York is handling all except for WOM, which is under the direction of the Zocalo Group of Chicago.

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In 10 markets over four weeks, a 30-second commercial will be shown in movie theaters. In it, young people use the product as a young woman invites consumers to enter a contest to win $10,000 for the "party of your dreams and replace me on the big screen nationwide. Upload your own video at dentaburst.com." She closes with the tagline: "Outshine everyone. Be ready with that confident smile."

The spot will run in theaters from Feb. 15 to March 13. In April, five semifinalists will be announced with viewings of their videos in their hometown theaters. The public will vote on one national winner, which will be announced in May. The winning video will appear on the big screen in June.

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