The oral care company said the effort, announced Tuesday, includes digital units and online videos that illustrate the frustrations and negotiations that parents experience in trying to get their kids to brush. Coming in such flavors as bubble gum and blue raspberry, Hello Naturally Friendly kids’ toothpastes are shown as an effective solution because their tasty flavors will encourage children to brush without a hassle.
One 30-second video spot shows a sister and brother at the kitchen table bargaining with their mom over brushing their teeth, while a 15-second spot shows a mom asking viewers whether bribing her child with candy to get her to brush is “counterintuitive or genius.”
For younger children who may swallow paste, and for parents who don’t want their kids to use fluoride pastes, Hello also has introduced new fluoride- and SLS-free toothpaste in natural watermelon flavor.
“As a dad, I remember the days of standing over the sink, begging my kids to brush,” commented Craig Dubitsky, founder and chief executive officer of Hello Products. “Bribes, packaging with cartoon characters and even letting them use stuff with artificial sweeteners and dyes — I did whatever it took. I had the idea to create oral care products in fantastic flavors that get the job done while being as naturally friendly as possible, so parents can end those brush time negotiations. I hope moms and dads can laugh about the concessions they’ve made in the past when they see our new campaign and try our products.”
ADA-accepted and clinically proven to prevent cavities and strengthen enamel, Hello Naturally Friendly toothpastes for kids are free of artificial sweeteners, dyes, parabens, triclosan, or microbeads.
Hello announced the retail rollout of its Naturally Friendly toothpaste line last month. The children’s toothpastes and other Hello oral care products are available at retailers nationwide, including Walmart, Target, Rite Aid, Wegmans, Walgreens, ShopRite, Giant Eagle, Kroger, Stop & Shop and Giant, as well as online at Amazon.com, among other sellers.