It’s a necessary evil, but we’re all supposed to floss. Water Pik, Inc. is picking up on that daily oral health routine by taking on dental floss with a marketing campaign called “Say No To String” to introduce consumers to its new Waterpik Water Flosser.
The messaging targets men and women ages 35 to 64 and promotes the new product as an easier and more effective alternative to traditional string floss.
The company has, for the first time, turned to online videos to educate consumers about how what the company says is an easier and more effective means of flossing than using conventional dental floss. The videos were produced by Sterling Rice Group.
“We feel like people can relate to these videos because they are funny and edgy, and show real-life scenarios of using string floss versus the ease of the Water Flosser,” Jay McCulloch, vice president of marketing for Oral Care Products, at Water Pik, said in a release. “Ultimately, we know these videos are unexpected from Water Pik. Our goal is to draw consumers in and to be memorable.”
Support for the campaign also includes online and social media, Facebook, rich media banner as and a partnership with People magazine distributed through orthodontist’s offices. All of the ads lead to online.
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