Hello products debuts marketing campaign around toothpaste ingredients

MONTCLAIR, N.J. — Oral care company hello products has unveiled its latest marketing campaign. Titled “An Inconvenient Tooth,” the digital campaign centers on an animated spot featuring a character named Toothy asking if consumers have thought about what’s in their toothpaste and highlighting the ingredients in hello products’ offerings.

The company's products are vegan, cruelty-free and free, as well as free of synthetic dyes, artificial sweeteners and flavors, parabens, microbeads, tricolosan and gluten, the company said. 

“Hello knows the time is right to start a discussion about what's inside your toothpaste, and ‘An Inconvenient Tooth’ will jumpstart that conversation," hello VP marketing Joshua Nafman said. "Toothy's passionate announcement will certainly make people smile and nod and get them to share this wake-up call with their friends and family.”

The spot, which highlights such toothpaste ingredients as saccharin, propylene glycol and  artificial dyes, is being supported with targeted online media, Facebook, YouTube and Instagram content, as well as influencer partnerships, the company said. Shoppers are encouraged to share the video and sign up online to receive a free sample or coupon. For the campaign, hello products partnered with 72andSunny Los Angeles for the first time.

“We love partnering with people who are disrupting the past and creating the brands of the future," 72andSunny founder and creative co-chair John Boiler said. “The team at hello are those people, and hello is that brand. We feel proud and lucky to help bring a way friendlier and better product to more people everywhere.”