Grit your teeth for concerts at the Comfort Dental Amphitheater

Posted on Wed Feb 3 2010

Teeth1

So much attention has been fixed on the recent mega-merger of concert promoter Live Nation and ticket behemoth Ticketmaster—creating one massive "convenience fee"-charging entity—that this little gem almost went unnoticed. Fiddler's Green Amphitheater in the Denver area will be renamed the Comfort Dental Amphitheater in a deal between the Colorado-based marketer and Live Nation. The 18,000-seat amphitheater, the largest outdoor venue in the state, has Chicago, the Doobie Brothers and Tim McGraw scheduled to perform this summer. But no matter the quality of the entertainment, I defy you, any of you, to set foot in that newly named place without thinking about the root canals in your future and how many cleanings you've skipped lately. Comfort Dental, with 1.5 million patients in five states, will have its name grace the stadium for three years, and its execs said something about the "positive feeling" from listening to music carrying over to the brand on your "next dental visit." Naming rights are tricky—just ask any failed financial institution or bankrupt marketer—but selling this one to the public has to be like pulling teeth. Note to self: Must floss.

—Posted by T.L. Stanley

Colgate's Wisp does a whole lot more than just brush your teeth

Posted on Tue Sep 15 2009

Colgate's Wisp may not be catching on with consumers, but according to this spoof ShamWow-style infomercial, there are many other uses for the single-use mini toothbrush that you're not aware of. The ad, created by Big Fuel, opens with the presenter announcing: "Buckle up, 'cause your mouth is about to go on a roller-coaster ride to Planet Fun." He then showcases outrageous uses for the Wisp, including carving a watermelon, using it as a spatula to flip pancakes when your "doll babies are finished wolfing those down," scrubbing plates, pointing at tiny presentations at work, and combing your mustache. You know it's a spoof when the presenter throws in a free trip around the world with an order of Wisp, and the ad lists benefits like: "crazy fresh breath, no spitting, no water, and kill a small vampire." Hey, even in comedy there's a dose of truth. I'm sure Colgate wouldn't mind if Wisps were used as spatulas or mustache combs if it helped the product's sales.

—Posted by Elena Malykhina

Crest Whitestrips is very much into 'He's Just Not That Into You'

Posted on Fri Jan 30 2009

Procter & Gamble has managed to get its new Crest Whitestrips Advanced Seal product into the movie He's Just Not That Into You, which comes out next Friday. The brand extension is the latest from P&G's research labs, and boasts a four-layer whitening system that adheres to teeth, no matter what you do.
  The whitening kit co-stars in a scene where Gigi (played by Ginnifer Goodwin) tries to freshen up before a mini make-out session in her date's bathroom. The film chronicles the romance and breakup sessions of nine friends/lovers in Baltimore. "We always seek ways to make our brands relevant to consumers, and that means inserting them into relatable situations," says P&G rep Laura Brinker. There are also Facebook and radio promotions, in-theater sampling and promotional events at local screenings.
  We might buy ourselves a pack for that sizzling post-movie kiss!

—Posted by Elaine Wong


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