The Campaign

We created - A picture book story with cute characters representing milk tooth and permanent tooth to create a visual impact for children who show little awareness of tooth care in their daily lives. - The story describes a heart-touching moment when the milk tooth character eventually decides to pass on the baton to the permanent tooth. We considered that’s the moment when children relate to it most and feel, “I want to protect my permanent teeth.” - To ensure they don’t end up with a sad feeling, it ends with a happy imaginary world of milk tooth where a boy, his milk tooth and permanent tooth all sing and dance together. The musical tune was also meant for moms to sing it for their kids and enjoy it together again and again.

Creative Execution

The new brand message, “Protect your permanent teeth!” and the logo design have been launched on the campaign website to promote “Happy Tooth Birthday." And the digital picture book musical has been also made available both on the site and YouTube. We call it a “picture book musical” so it will fall in the Kids & Moms targeted category and therefore can get more views. In addition, it was crafted with subtitles for mons and kids to easily sing along with it and for easy understandings on a small screen like a smartphone because most moms are likely to watch it while taking care of their kids.

- Over 3 million views achieved Mom testimonials (according to Kao’s survey): - “My son is interested in brushing his teeth now.” - “It taught my child the importance of permanent teeth.” - “I want to show it to my kids!” - The title song phrase, “Our goodbye is a happy one” resonates with parents who experienced similar feelings as their kids grow older and the campaign has contributed to enforce the brand-customer relationship.

“Cleaclean,” Kao’s leading oral care brand, has set a new brand message: “Protect your permanent teeth!” to communicate the intrinsic value of oral health care. Yet the importance of permanent teeth is likely to be overlooked. So to raise awareness about it and enforce the brand-customer relationship, we created an educational yet entertaining movie.

When is the right time to address the message, “Protect your permanent teeth!”? Our answer: That’s when a milk tooth comes out. So we identified the children in the primary and mixed dentition state and their parents as our target. First, we’ve leveraged our campaign website to encourage them to celebrate their “Happy Tooth Birthday” and to give away milk tooth boxes, aiming to drive them to get more interested in the importance of their teeth. Second, the digital picture book musical has been launched to inspire kids to proactively care about their permanent teeth, and both kids and parents to think about the importance of their teeth and dental health care.