Dentek Promotes Flossing With Rap Parody By YouTube Performers
Prestige Brands' Dentek oral care brand hires a family who are YouTube performers to promote its floss picks in a 30-second rap parody promoting a 30-day family floss challenge, which will invite consumers to post photos on Facebook, Instagram and Twitter.
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L’Oreal brand’s videos, launching at a rate of one each week, are reminiscent of other humorous campaigns that have made waves in the men’s grooming segment, featuring wisecracking celebs, raffishly dropped f-bombs and readily digestible grooming pointers. Baxter head Nathan Puksta discusses the initiative, Baxter’s approach to the category and the brand’s plans going forward.
Many emerging e-commerce brands may merely be flash-in-the-pan phenomena, but P&G is investing significantly in e-commerce and digital marketing to “win mobile back,” according to CEO David Taylor. The firm also will continue to strengthen the mid and value tiers of its shave business, he said during a Q4 earnings call in which Unilever’s Dollar Shave Club acquisition was on a number of analysts’ minds.
While overall oral care sales grow 2.4% in the 52-week period through Oct. 3, sales of the sub-category of floss picks, dental guards, interdental brushes, disposable picks, dental wax, floss threaders, dental picks and tongue cleaners grew 9%. DenTek is first in floss pick sales and second in interdental brush sales.