Pfizer had a ground-breaking plaque-tinting rinse for kids, but no experience marketing to them. With no TV and a limited budget, Pfizer needed to catalyze a new practice among consumers notoriously resistant to healthy, better-for-you behavior.
“My mom wants me to brush longer, but there’s no food in my teeth, so I’m done.” “I don’t care about something I can’t see.” “Brushing’s boring.”
Historically, oral care had been sold to mom on the platform of hygiene and health. But for kids, the abstract notion of “prevention” needed to be supplanted with a more immediate “mission”.
We needed to anthropomorphize the problem to create urgency and action.
Using Animarketing, our character development tool, we conjured up a brand hero who made plaque visible to kids. Agent Cool Blue and his villainous counterparts, The Plaque Pack, inspired a holistic campaign which featured an original DVD movie premium and an interactive website that motivated the practice as much as the purchase.
In just one week Agent Cool Blue sold 1.2 million units, far exceeding goals. And after three months in market, the product was sold out.
ACB Web Game
ACB Richmedia Banner Ad
ACB Banner Ad 1
ACB Banner Ad 2
ACB DVD Movie