SCOPE Mouthwash Ad Campaign: What will your patients think?

December 17, 2012
Thais Carter
Issue 12

There are numerous dental professionals who insist that, if they could just get patients to commit to a homecare regimen, it would make a world of difference in their oral health. While the usual brushing and flossing ritual may seem more routine than racy, a new ad campaign for the SCOPE brand (Procter & Gamble), seeks to change all that.

There are numerous dental professionals who insist that, if they could just get patients to commit to a homecare regimen, it would make a world of difference in their oral health.

While the usual brushing and flossing ritual may seem more routine than racy, a new ad campaign for the SCOPE brand (Procter & Gamble), seeks to change all that.

In an interview with The New York Times, Rishi Dhingra, Marketing Director, Procter & Gamble, explained it this way:

“Inspired by our ‘live out loud’ consumers, we are introducing a new, bold brand identity to illustrate how SCOPE is not only the choice that consumers can rely on for fresh breath, but also to help them live courageously. We want people to embrace every opportunity while feeling confident SCOPE will be there each step of the way to provide them with the fresh breath and confidence they’ve relied on for over 40 years.”

One of the interesting things about the campaign is that "living courageously" is often depicted in print ads as having a strong sexual, relationship component. Case in point:

"Become one with everyone."

"Close encounters are the best kind."

The Facebook presence created for the SCOPE brand also lends itself to this channel of courageous living. In contrast, the YouTube channel for SCOPE feature comedian David Adhoot on his "mission to live spontaneously." These take a more humorous tone, focusing on his adventures in getting to know strangers in various public places.

What DPR wants to know is - Is this type of campaign helpful in getting patients, especially younger patients, excited and interested in dental hygiene? Is the message more hip than healthy? Sound off in the comments section below!