The Wrigley Company
The History Channel
Ernst & Young
DMB&B Financial and Springboard Design
By the end of this year, Wrigley expects half the UK’s dental practices
to have signed up for its Oral Healthcare in Action (OHA) programme.
Launched in January 1998, with the publication of a report, ’Oral Health
and Sugarfree Gum’, the programme cost the company about pounds 500,000
over the first 18 months.
By raising awareness of the role of saliva in dental health, it aims to
persuade the dental profession to recommend the benefits of chewing
Elements in the programme include advertising in the trade press, a
patient education action pack, a quarterly magazine, leaflets and
posters. Orbit for Children, the UK’s first kids’ dental care gum, was
launched with an ad in the dental press with a sample attached.
OHA also sponsored a dental student handbook and the HEA oral health
Research in May showed 73% of OHA dentists ’always’ or ’frequently’
recommend sugarfree gum to patients, up from 44% in an earlier tracking
’Photos for the Future’ was launched by The History Channel in March to
develop loyalty among existing viewers, and generate awareness.
The competition aimed to build an archive of personal photographs,
reflecting life in the 20th century. Successful entries could appear on
TV, in a book, at local exhibitions, on the internet, and in local
Promotion included PR, DM and TV ads. Some 6000 entered.
Fast growing young businesses are the clients of tomorrow for
professional service providers, such as Ernst & Young.
The challenge is to identify them, and initiate a relationship early on.
Ernst & Young responded to this situation by launching a regional,
national and international competition to find the Entrepreneur of the
Year. Promotion has been mainly through PR.