Awareness campaign close-up: Smint focuses on Scots' bad teeth

Scots are being urged to take better care of their teeth for the second Smint Scottish Dental Week.

Organisation Smint 
Campaign Smint Scottish Dental Week
PR team Beattie Comms and in-house
Date 13-19 February 2006

The 'Love Your Teeth' campaign, from 13 to 19 February, was created by mint-maker Smint. PR activity includes 'extensive' on-street sampling, a photocall, the issuing of samples and posters to every dental surgery in Scotland and a survey on attitudes to oral health.

Research shows that Scots have some of the worst teeth in Britain and the week is aiming to alert people to this fact, while boosting sales of Smint's products.

The campaign last year targeted young professionals but will this year also focus on families. Endorsement has come from the British Dental Health Foundation, while Smint is also approved by Toothfriendly International, a non-profit organisation that promotes better oral health.

Smint says it helps to maintain healthy teeth via its sugar-free formula comprising Xylitol, which reduces the risk of cavities 'by 60 per cent' and helps remineralise tooth enamel.

Publicity targeting consumers is being handled by Beattie Communications while in-house PROs are handling relations with trade media.

Brand wise, this year's campaign will focus on flavours including Wild Berry Smint.

Last year the week was promoted via a poll in which Scots were asked to vote for the celebrities with the 'best and worst grins'.

For further information contact Beattie Communications senior account manager Michelle Hay Brown on 01324 602553.

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