Toothpaste Bares its Teeth
The hip new 4ME&U Korean toothpaste brand targeted 13- to 18-year-olds by getting them to think twice about leaving the house without properly caring for their pearly whites.
The brand joined forces with trendy Korean fashion magazine KiKi to host a product announcement party at the trendy Techno Mart mall in downtown Seoul. KiKi publicized the event via magazine ads that doubled as postcards kids could mail back if they wanted to attend. Some 600 of the 2,600 kids who registered were invited to the party following a sweepstakes drawing.
Partygoers received free toothpaste samples and could participate in special dance competitions dangling 4ME&U T-shirts and cosmetics as prizes. A fashion show, concert, and whitest teeth competition rounded out the event. The day after the party, samplers distributed more than 70,000 tubes of toothpaste to the younger set on the most kid-populated streets in Korea’s major cities.
The deal with KiKi helped expose the brand to 100,000 teens. The program was developed by Seoul-based agency Cheil Communications.
