Because your mum says so
Position Binaca as the dental healthcare expert that has always been in your home.
Demonstrate that there is nothing more certain that those pieces of advice our mothers give us and create the highest stamp of quality based on a lifetime’s experience: It’s what my mother says.
A small tribute to mothers that materialised on www.it’swhatmymothersays.com, a website containing “mother’s advice” created by the brand and the users through the hashtag #it’swhatmymothersays, where we will also communicate the promotion, the repositioning of Binaca and where we invite the users to share content with the brand.
After launching the campaign motherly love became clearly visible: More than 22,000 tweets a day converted the hashtag #it’swhatmymothersays into a global Trending Topic on Twitter, Youtube exceeded 5,000 hits and definitely making hundreds of mothers feel more proud.