Fresh thinking PR Published November - December 2007 Toothbrushes go public US consumers have been introduced to the new Philips Sonicare Flex electric toothbrush via fully functioning bathroom basins set up in public places. In these controlled environments demonstrators have shown how consumers should really clean their teeth - using the new toothbrushes of course. Philips said the aim was to take the personal topic of oral hygiene and “force it into the public space”.  They claim that oral hygiene isn’t necessarily something that comes up in everyday conversation and the aim of their approach was to foster dialogue and get people talking about their oral care habits. To support the launch Philips did a survey which, among other findings, highlighted that 54% of Americans would re-use their toothbrush after it fell on the bathroom floor. The research also showed that 9% of American men admitted re-using their toothbrush after it fell into the toilet! Only in America? Source: Media Post Unilever gets dirty No, ‘The World’s Dirtiest Film’, being produced by Unilever in the US, doesn’t mean that the FMCG marketer is diversifying its product range and moving into new markets. In fact the film will include professional skits, film from college campus events and videos submitted by the public, all centred on the theme of getting dirty.  After the college students roll around in food, they will stroll to a shower station, where they will be filmed lathering up. And the purpose of all this? To promote Axe Shower Gel, a soap alternative made by Unilever. Apparently Axe body spray and deodorant is selling well, but Unilever is trying to persuade more young men to use Axe in the shower. If this is a topic that interests you go to www.collegehumour.com/worldsdirtiestfilm .  Facebook is also in on the promotion and will be sending out news feeds about the campaign to male users who are 18 to 24 years old. Those who participate will have the opportunity to win prizes based on the judges criteria of humour, creativity and relevance to the Axe’s dirty campaign. 'The World’s Dirtiest Film’ will be shown live on ABC television in the US in November. Unilever has previously developed multiple series, having created original online programs for its Degree deodorant, Dove soap and Caress skin products, among others. Source: New York Times P&G Creates Online Comedy US marketers are reverting to some of the techniques used in the early days of radio and television by producing or sponsoring shows aimed at entertaining consumers. It’s part of a trend that is seeing marketers take a more subtle approach to getting their message in front of younger consumers in particular - especially as research is showing that many of them are turned-off by conventional advertising. The difference is that in the 21st century, the creators use different media channels aiming to reach to reach young viewers where they watch the most — their PCs and cellphones. Proctor & Gamble is the latest marketer to take this route. It has created Crescent Heights, a comedy about four young adults living young adult lives to showcase the Tide brand. The series is produced by Hollywood talent and appears in three minute chunks. Tide appears sparingly throughout the episodes but the focus will primarily be on the clothes. Characters may often reference how bright and vibrant their clothing is as a back-end way to push the laundry detergent. In the US Proctor and Gamble pioneered radio soap operas at the dawn of that medium, as well as televised dramas. “Guiding Light,” US TV’s longest running soap, began on radio 70 years ago, and was first televised in 1955. The “Light” in its title is a reference to candles, which, along with soap, made up Procter & Gamble’s first product line in 1837. Source: New York Times

PR Influences: Fresh thinking PR