Candy is great but don’t forget your teeth

Assignment
Help Pepsodent reach its target audience; families. And become the no. 1 choice in children’s toothpaste.

Challenge
Toothpaste is a low interest product and children do not like to brush their teeth.

Solution
What if the last piece in every candy bag is a small tube of toothpaste? Said and done. Pepsodent started selling toothpaste in the candy shelf, in 240 stores all across Sweden. Over 250 000 tubes were sold using the concept: Candy is great but don’t forget your teeth.