Diana Bradley
Aug 10, 2023

How Colgate is getting consumers to confess the lies they tell dentists

For two days in New York City, people can come clean in the brand’s Totally Honest confessional.

How Colgate is getting consumers to confess the lies they tell dentists

Have you been lying to your dentist?

You are not alone. A study conducted by Colgate found that 82% of people are dishonest with their dental professional, with more than half (54%) saying they lie at least somewhat often.

To help consumers come clean about their oral-care habits, Colgate is operating a Totally Honest pop-up confessional at the Flatiron Plaza in New York City. From August 8-9, people can visit the space to anonymously admit the lies they've been telling their dentist via video with a red dot covering their face. The video then plays on the outside of the structure for passersby to see.

All participants will receive a complimentary sample of Colgate Total Plaque Pro-Release and can enter for a chance to win a year's supply of the product and a $400 gift card — equivalent to the cost of two dental checkups.

With this campaign, Colgate wants to make sure people have the confidence to go to the dentist, said Jen Caballero, senior marketing director on Colgate’s oral care impactful brand business.

“We feel [Colgate Total Plaque Pro-Release] can help people take away that fear and help them take control of their oral health,” Caballero told PRWeek at a press event about the pop-up. 

Colgate is promoting the campaign with the hashtag #TotallyHonest on Instagram and TikTok, and working with influencers.

Colgate is also partnering with actress, singer, entrepreneur and mom Ashley Tisdale, who is sharing her tips for managing dental anxiety and staying dentist-ready between appointments.

BCW is supporting this campaign. 

Source:
PRWeek
Tags

Related Articles

Just Published

4 hours ago

48% Indians want more inclusive representation from ...

Depiction of women in Indian ads continues to be skewed stereotypically while diversity and inclusion of LGBTQI+ groups nearly absent, according to a Kantar report

4 hours ago

Step beyond tokenism when advertising for people ...

A panel at the Advertising Standards Council of India's D&I Edge summit shared how brands should focus on authenticity and explore the role of advertising in driving social change.

4 hours ago

Why engaging with Taylor Swift’s devoted fanbase ...

Swifties are still talking about Spotify’s artwork announcing Taylor Swift as its 2023 global top artist, highlighting the importance of authentically speaking to fandoms.

4 hours ago

Adidas creates clothing for Roblox avatars

Brand launches shops in virtual world and partners with creator Rush Bogin.