Colgate Implores People to Come Clean to Their Dentist
Colgate-Palmolive's Colgate Total is encouraging consumers to come clean about their oral habits in a new campaign that includes a two-day pop-up experience in New York, allowing visitors to anonymously admit their oral care truths and receive advice.
The "Totally Honest" initiative aims to address consumers' high dental anxiety, which Colgate determines is a common issue among consumers, based on research studies from Kantar and Censuswide. The studies explore the root of the anxiety and how honest consumers are during dental checkups, especially when it comes to topics like flossing, sugar intake and toothbrush replacement. Some revelations from the studies, cited by Colgate in a recent media release, include:
- 82% of people admitted to lying to their dental professional, with more than half (54%) saying they lie at least somewhat often (U.S. dental anxiety survey by Censuswide, June 2023).
- Most people are concerned about plaque, the root cause of many oral health problems like bad breath, cavities and gingivitis (Kantar).
The pop-up experience, taking place Aug. 8-9 in Flatiron Plaza in New York City, seemingly takes a page from the Judeo-Christian tradition of confession (or reconciliation) where people acknowledge their sins or wrongdoings to a priest. Instead of a confessional booth at a church, however, Colgate deployed a branded, red booth where passersby can freely and anonymously admit the lies they've told their dentist.
Visitors to the pop-up will also receive a free sample of Colgate Total's new Plaque Pro-Release. They can also enter a sweepstakes for a chance to win a year's supply (or 12 physical tubes) of toothpaste and a $400 gift card at the booth during the pop-up from 10 a.m. through 6:30 p.m. ET on Aug. 8 or 8:30 a.m. through 4 p.m. ET on Aug. 9.
"Less than one-third of people feel very confident going to the dentist.2 At Colgate, we are determined to increase those odds by helping people feel more prepared for their appointments so they can be totally honest," Salma Kaddouri, integrated marketing and communications lead, Colgate-Palmolive, said in the release. "With Colgate Total Plaque Pro-Release, we are excited to have a toothpaste that can help people be proactive about their oral health and head into the dentist feeling more confident."
In addition to the pop-up, Colgate has also recruited actress and entrepreneur Ashley Tisdale to share her tips for managing dental anxiety and staying dentist-ready between appointments for its Totally Honest initiative.