HUL ropes in street food vendors for toothpaste advertising
Hindustan Unilever (HUL) as part of a marketing campaign for its oral care brand Pepsodent tied up with around 48 bhelpuri vendors in Mumbai, asking them to wrap their popular roadside snack in leaflets of Pepsodent's campaign about daily dental hygiene.
19 Sep 2014 | By Mihir Joshi
HUL ropes in street food vendors for toothpaste advertising
HUL started its Pepsodent campaign about basic dental hygiene last year. It teamed up with over 1.5lakh kids across schools who expressed their creativity through paintings to promote the message. The leaflet distributed through bhelpuri vendors carries one of these paintings.
HUL plans to take the campaign further by launching an advertisement based on the whole campaign, from tying up with schoolchildren to using the leaflets for wrapping bhelpuri. The company plans to launch this commercial digitally before airing it on television.
HUL is trying to increase its share in the dental hygiene products market which is currently being dominated by Colgate with total market share of 54.3%.
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