Skip to main content

BOGO Toothbrushes

If you sell consumables… food, drink, shoes, jeans, etc… to the public you’d be wise to think about cause marketing.

Here’s why; most of us will only buy a handful of washing machines or refrigerators… what economists call 'durables'… in our lives. By contrast, we’re constantly replacing the non-durables or ‘soft goods.’

But all that consumption, necessary as much of it is, can feel like it’s too much. But cause marketing can take away some of the sting out of consuming non-durables. And one increasingly duplicated cause marketing approach is BOGO, or Buy One, Give One.

Smile Squared, which sells bamboo handle toothbrushes, offers the latest BOGO I’ve seen.

Smile Squared, headquartered in St. Louis, Missouri, was prompted when husband and wife Eric and Geri Cope were working in a dental clinic in Guatemala in 2010. The Cope’s, who have three adopted children including Benny who hails from Guatemala, were struck by how few children there had toothbrushes. Those that did, might share their toothbrush with other family members.

“That small basic necessity on our part was truly, with these kids, a luxury,” Eric told a reporter.

Periodontal disease is highly correlated with heart disease and diabetes. As I often say in this space, correlation is not causation. (My own non-medical opinion is that in time we’ll find that bacteria causes a lot more disease than we currently attribute to it). Causation or not, the risk factor between heart disease and gum disease is yet another reason to floss and brush your teeth regularly.

But for many kids in the developing world, good dental hygiene… and with it the attendant health benefits… is the exception.

Smile Squared toothbrushes are donated through the International Justice Mission, Save Their Smiles, and Hands of Hope. So far the Smile Squared toothbrushes have landed with kids in Central America, Mexico, Haiti, Kenya, Cambodia, India and the Philippines.

The toothbrushes are sold online and in small grocery and drugstores. If you own a chain of stores, I suspect the Copes would love to chat with you.

The toothbrushes retail for $6. On the Smile Squared website you can also choose to donate 2 toothbrushes for $6.

Comments

Popular posts from this blog

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…