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Making news. Changing minds. |
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Musical Cap Barney Toothpaste  Colgate-Palmolive
launched the first-ever musical cap toothpaste in Canada in 2000.
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).Objectives Marketing support for the new product was minimal. In-store displays promoted the product at point-of-sale. Due to its uniqueness, it was felt that a media relations campaign would be effective in driving awareness. Armstrong Partnership, Colgate’s marketing partner, hired Polaris Public Relations to develop and execute a media relations campaign in English and French Canada. The objective was to generate positive media coverage. Solution The media relations campaign included a number of elements, including distribution of product samples in a bright red mailing tube along with 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. Results Considerable coverage of Musical Cap Barney toothpaste was secured in a variety of print and broadcast outlets including five television shows (Canada AM, Newsworld, Global), 32 major daily newspapers, women’s magazines such as Canadian Living and Derniere Heure, six radio programs and a number of community papers and trade publications. 
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Colgate launches musical toothpaste cap Barney’s got them dancin’ as they brush products in new campaign Barney toothpaste makes kids sing, smile Kids can get brushing with Barney Musical toothpaste makes brushing fun Un dentifrice à bouchon musical |
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