Brushing Fun

Campaign: Brushing Fun
Company: Tom’s of Maine
Nonprofit Partner: Oral Health America
Launch Date: January 23, 2014

Campaign:

Tom’s of Maine is inviting kids and parents to get creative for a good cause. A new coloring book called “Brushing Fun” introduces kids to natural oral care. Each free coloring book can be customized with a child’s name and each download will donate 10 tubes of Wicked Cool! natural kids toothpaste to Oral Health America (OHA), up to 200,000 tubes.  The products will accompany a $50,000 donation from Tom’s of Maine in support of OHA’s Smiles Across America program.

Our Take:

This cause marketing effort from Tom’s of Maine is simple and easy for kids and parents to execute with an added benefit of having each download trigger a donation of 10 tubes of toothpaste to a good cause. A social media component allows parents to tag their child’s artwork with a hashtag to be eligible to win prizes, continuing the engagement. In our world of often confusing cause messaging, this campaign streamlines and simplifies for an easy engagement while communicating a solid brand message.