The agency created ToothPet, an electronic toy with a built-in virtual pet that clips onto ordinary toothbrushes and makes toothbrushing fun for children; promoting good long-term brushing habits as they try to keep their pets alive by brushing twice a day. The toy is activated by the physical motion of brushing, and that keeps the virtual pet ‘healthy’.

Toothpet is simple and cost-effective enough to distribute widely as a free sample or promo during Colgate Oral Health Month. Hence it is scalable enough to achieve the desired outcome of widespread improvement of brushing habits in developing markets.

ToothPet’s prototype was completed in November 2012 and tested positively with sample families, who reported that toothbrushing became more fun, consistent and frequent. Early signs indicate increased brand loyalty amongst target audience.

As a result, Global roll-out of ToothPet is scheduled for Q4 2013. ToothPet will be distributed as part of, and add excitement to, Colgate’s Oral Health Month (OHM), an annual initiative promoting oral health in partnership with local Dental Associations. ToothPet will be sampled to children to use at home as part of OHM’s free dental clinics and oral care education activities.