Competing for the global leadership in the Oral Health market, Signal is the only brand that works at bringing the best creative solutions to that matter.

With their campaign Brush Day& Night, Signal has been cleverly using kids' ingenuity and love to reach their parents. And this time, Signal goes one step forward asking kids to be creative and come up with a brand new solution that changes their parents behavior.

That's how toothpaste with adult flavor was born.

A newly developed line of products with flavors such as champagne, mojito, gin tonic, dark beer, etc., an idea generated by kids to help their parents brush their teeth at night.

Strategy

After a long hyper-productive and busy day, brushing your teeth becomes for many parents the ultimate synonym of dullness. Irresistibly driven by other rewarding and pleasurable activities, parents end up not brushing their teeth.

Following the strategy of giving people what they want instead of making people want things, Signal supported kids' idea to create, develop and market a new line of toothpastes with the greatest flavors that adults won't be able resist before going to bed.

Execution

Signal started Brush Day&Night in 2013 to improve modern families brushing habits and during 2014 the brand conducted several workshops and brainstormings with kids to find the best solutions.

From one of those sessions, the idea of a toothpaste with irresistible flavors was born. Theis is when Signal got really involved.

Putting together a broad range of experts that went from toothpaste scientific experts to taste designers or chefs of high prestige, Signal developed and marketed some of the most appealing flavors for adults.

The new line of product was launched, promoted and distributed for the modern parents to try this innovation ideated by their own kids.

During the month of the launch and the subsequent months, per capita consumption of toothpaste went from 220gr to 350gr with an estimated continuous growth of the 27% of business.

Post-test analysis showed an increase in brand love of a 48% putting Signal in a privileged situation for being seen as a human brand that understands modern family life.

This innovation initiative was applauded by social networks by being a new brave and creative leap in the category to be copied in other fields.

Today, Signal is expanding this success story internationally to developed markets.