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