Impressionable Minds

In the last week and a half, Little Zo Peep has sat through 2 presentations on the importance of proper oral health care – presented by dentists but clearly with one sponsored by the makers of Colgate and the other by the makers of Crest.

Wow – the greedy fingers of consumer marketing are reaching all the way down into my daughter’s kindergarten class. It makes me feel a little uncomfortable.

Now let me say right here and now that you all can call me a HYPOCRITE because I happen to make my living as a Consumer Marketer. Yes, I’m one of those people who make annoying ads for television, dream up promotions to entice you online, place coupons in your Sunday supplement and create signs to get you to buy my products in stores. And honestly I like what I do and think I provide a service to people.

That's because my efforts have always targeted adults. I feel that my job is to uncover the differences between my products and the competition, communicate that information to consumers – and let them decide which product to buy. So I always have talked to consumers who were capable of critical thinking and of making up their own minds (well, I did once market teenage acne products – but teenagers should be capable of critical thinking, right?).

Even though each of these oral healthcare presentations was filled with lots of important information – more on that later – I’m not crazy about either the Colgate-Palmolive Company or Procter & Gamble trying to influence my 5 ½ year old daughter’s brand choice.

The Colgate presentation seemed to be more educational and less brand sell. They gave a sample of the Sponge Bob toothpaste and gave Zo Peep a little oral healthcare game that she could play at home. At dinner that night she talked about the importance of brushing and a little bit about tartar and plaque. So I’d call it more educational; but with less impact.

After the Crest presentation she was reciting the horrors that can be inflicted by plaque. She lectured me on the importance of flossing (Unlike Colgate, P&G also has a big Floss business that they need to promote) and why she should use a mouth rinse. She received a little chart and stickers to make sure she brushed, flossed and rinsed 2 times each day (with recommendations on which P&G products to use for each event). So the Crest one really got her engine revving (she even wants to create a similar chart for me to use with Libby Doodle Doo – and the Libster only has 5 ½ teeth) – high on impact; but also high on hard sell.

And get this -- since we don’t use any rinses/mouthwashes at home, Zo Peep told me how I need to go out and buy one. Now I support anything to encourage the Peep to establish healthy oral care habits (getting her to brush has always been a struggle; getting her to floss has been hopeless). So I may buy a rinse, but I won’t buy P&G brands unless I think that they provide the most benefit for the best price.

So take that you, Consumer Marketers – you may lead me to the shelf, but you can’t make me buy.