Transforming Parents’ Sense of Control
Spitball helped Orajel Naturals break through to GenZ and Millenial parents with a deeply human insight using the realities of parenting along with a touch of humor.
the spitball idea
Orajel Naturals gives you back control of brush time battles without stooping to your kid’s level.
In a category filled with smiles, happy moments, and shiny teeth, what is ignored is the unspoken truth that brush time is a struggle… often resulting in tears for both you and your child. Through research of our parent audience, we learned how this process can leave them feeling out of control and not the adult in the room.
It’s this human truth that became the center of the campaign. In order to break through in the category, Spitball took a refreshingly authentic tone by acknowledging these challenges and showing parents that with a little help from Orajel, they can “Take Charge”.
Campaigning for Control
The core CTV and OLV campaign assets were complemented with digital content which turned real-life parenting struggles into moments of control through an honest and relatable tone.
Additional Headline for Social
New copy for social goes here… were complemented with digital content which turned real-life parenting struggles into moments of control through an honest and relatable tone.
