The Challenge

Colgate-Palmolive launched the first-ever musical cap toothpaste in Canada. When opened, the toothpaste plays a popular Barney song for 70 seconds. It’s designed to help children brush their teeth for a full 60-seconds (the additional ten seconds allow kids time to apply the toothpaste to their toothbrush). Colgate hired Polaris Public Relations to develop and execute a media relations campaign in English and French Canada in order to generate positive media coverage.

Polaris PR Strategy

We encouraged media to try the product by sending them a sample in a bright red mailing tube. Written materials included a news release and information on good dental health habits for children. Tip-oriented stories were also sent to community papers and a dental hygienist was hired to act as a third-party spokesperson.

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