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June, 2013

Colgate-Palmolive and the Hispanic Dental Association will partner for a SMS campaign during Oral Health Month. The campaign will be focused in Miami, New York, Los Angeles and Houston. Starting on July 1, consumers who text SONRIE to 24474 will be asked to respond with their ZIP code from one of the four cities. Once they reply, two messages will follow. The first message will encourage consumers to brush their teeth twice a day, use mouthwash and visit the dentist. The second message encourages consumers to take a pledge with details about donations. 40 percent of Hispanics currently have an untreated oral disease. This campaign will allow the Hispanic Dental Association to possibly combat that issue, but also get Hispanics more involved in oral health and prevent further issues. Colgate has also set up a bilingual microsite that offers additional tips and activities for Oral Health Month. According to research, Hispanics over-index on mobile use, and that includes SMS. This reinforces why Colgate-Palmolive chose to use this mobile marketing strategy over another tactic. Click here to learn more about the SMS campaign.

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