A 'Fresh' Approach to Marketing: Dr. Fresh™, Inc. Goes Guerilla With Internet-Based Campaigns

Oct 06, 2010, 16:13 ET from Dr. Fresh, Inc.

LOS ANGELES, Oct. 6 /PRNewswire/ -- Entertain and interact.  That's the marketing mantra at Dr. Fresh™, Inc. (www.drfresh.com), the creator of the best-selling children's FireFly™ toothbrush and the company behind the successful revival of the Binaca™ brand.  

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The company has recently mounted a number of social media-based initiatives to support its FireFly franchise as well as other brands in its growing portfolio.  As part of this effort, Dr. Fresh has teamed with social media video production entities to create cutting edge, entertaining, and ever-changing YouTube content for Binaca as well as for the company's Infectiguard™ hand sanitizer brand.

Recent initiatives by Dr. Fresh to reach and engage a younger demographic include partnering with the crowd sourcing creative website, www.tongal.com to host a Binaca commercial contest.  Cash prizes for the winning productions totaled over $7,500.

Now, Dr. Fresh is challenging would-be film directors to produce a movie scene parody featuring Binaca, also hosted on Tongal.  The winning videos will receive cash prizes totaling $10,000.  The second phase of the contest involves online influencers who are asked to make the videos go viral.  The winning influencer who garners 1 million video views will receive a Mercedes SmartCar; a trip to Hawaii for 500,000 views and a trip to Las Vegas for 250,000 views.

In addition, Facebook initiatives like the recent Binaca "Sexy Lips" contest awarded iPads and captured new friends for the brand.

To support the FireFly brand and help foster good oral care habits in children, Dr. Fresh turned to YouTube sensation David DeVore, the 9-year old star of the viral hit "David After Dentist."  The just-released video, in which David demonstrates how to thoroughly brush teeth, has already had over 100,000 views.  It even merited a mention in a recent New York Times story.

"The entertain and interact marketing mantra strategy at Dr. Fresh has all but replaced the traditional tactics that we have used in the past," states Vakil.  "We are now able to be much more efficient in delivering our message to the target audiences.  It seems to be working. We are experiencing 200% increase in hits on the websites and Facebook pages, which we believe are translating into sales."

Dr. Fresh, Inc., is the manufacturer and distributor of a host of popular and affordable oral care and personal health brands and products (www.drfresh.com)

SOURCE Dr. Fresh, Inc.



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