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MEC & Red Fuse launch “Two Minute Tales” digital campaign to Make Brushing Teeth Fun

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Getting young children to brush their teeth can be a monumentally challenging task for parents. To make the process that much easier, Colgate have launched Colgate Smiles, a range of toothpastes specifically designed for children. To promote these new toothpastes MEC and Red Fuse (WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide) saw an opportunity for Colgate to make brushing time a fun and enjoyable bonding experience for parents and kids. The “Two Minute Tales” campaign is centered on a series of short stories that parents are encouraged to read or play to their children while they brush their teeth, thereby turning a chore (or a parental battle) into a moment of parent-child bonding. To that end, MEC Wavemaker helped Colgate-Palmolive team up with Claire Freedman, author of the best-selling series “Aliens Love Underpants,” to create wonderfully charming stories that support an initiative which encourages kids to brush their teeth.

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To make it easy for parents and kids to use the content, Colgate and Yahoo have also created a custom hub on Tumblr. It is easily accessed across devices and allows families to read or listen to the stories. The Colgate Two Minute Tales hub is being promoted through media activity specifically intended to reach parents of young children. This includes traffic driving activity on Yahoo, targeted Facebook posts, Netmums toddler and pre-school homepage takeovers and mobile activity alongside media buys with Inskin, Ogury and Outbrain and paid search investment. As there will be five new stories launched every two to three weeks for the rest of the year, with paid support running through the first week of January.

Dana Medema, Marketing Director at Colgate Palmolive, said: “At Colgate we come to work every day looking for ways to improve the oral health of our consumers, giving everyone a future they can smile about. This program is a simple yet powerful way to relieve stress at brushing time for both parents and children alike.” Chris Worrell, Strategy Partner at MEC, added: “We’re really excited about the launch of Two Minute Tales which brings together the wonderful world of storytelling with that two minute moment every parent dreads – brushing time! We’re sure that kids and their parents will love the stories and most importantly, this is Colgate doing what they do best; putting a smile on people’s faces.”

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The campaign was developed by an integrated team led by Red Fuse. MEC developed and executed the media strategy and MEC Wavemaker, the partnership strategy. Some of the stories featured already include “Grandpa's Vegetable Patch,” in which a young boy who despises vegetables learns to love them after working on his grandparents' patch; “Hello,” in which a happy badger makes friends with a bunch of newly-hatched ducklings; and “Chewing Chester,” which see the titular, chew-happy canine chasing a honey-hungry bear away from his homestead. It's all incredibly twee stuff, but the illustrations (many of which you'll find scattered about this very page) are full of character, with a definite Quentin Blake vibe, and the narration is charming. There's even sound effects! Well. I'm sold at least!

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Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.

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