Orajel Kids wanted to extend their foundational success in the baby set into their multi-stage line of children's toothpastes. Spitball looked to brush aside competitive products who lean just on licenses by articulating a true brand value that parents could feel year over year.
Spitball scrapped conventions to find a unique creative space for the brand. After digging through brand research and independent agency immersion, Spitball unlocked a powerful insight: Kid's growing teeth are littered with moments that parent's need relief from, not just teething. Leveraging Orajel's expertise in relief we tapped into the pains of parenthood to create an empathetic platform that shows the positive side of “Growing Up Orajel.”
In the first ten years of your child's life, they will smile one million times (trust us we did the math). That stat was a revelation to us and the campaign. The idea centers around celebrating a child’s first million smiles. It’s this instant visual cue that not only is unique to each child but represents the goal of every parent. Through an engaging "smilelapse" video commercial, the campaign sought to be contagious where you can’t help but smile, while also feeling every parent’s relief in small and major smilestones in their child’s life.
The campaign idea of First Million Smiles featured smiling children of all ages, which was coupled with a unique design look and feel. A scrapbook motif connected core brand guidelines with the campaign to provide a welcoming canvas and arsenal of assets across the brand’s communications.
Through various partnerships, media placements and brand-created content, Spitball expanded the campaign to walk the audience through the customer journey. Spitball was inspired by a robust product line and countless brand touch points in a child’s life to create a depth of content across a variety of channels.
