A TWEENAGE STRATEGY
For parents, keeping up with tweens can prove to be a nearly impossible task. On one hand, parents want to give their tween the freedom to explore new hobbies and their budding personalities. On the other hand, there is a growing pressure on parents to stay on top of their tweens to maintain established healthy habits on their own.
To fully understand this delicate balance, Spitball dug deep into consumer data to uncover an opportunity for Spinbrush to shine. With the educational-focused features of the Smart Clean toothbrush, parents didn’t have to tell their tweens what to do, but rather empower them with the right tool to confidently embrace their brushing independence. Thus, the overarching campaign “Keep Up with Independent Smiles” was born.