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A 'Fresh' Approach to Marketing: Dr. Fresh™, Inc. Goes Guerilla With Internet-Based Campaigns
Date:10/6/2010

LOS ANGELES, Oct. 6 /PRNewswire/ -- Entertain and interact.  That's the marketing mantra at Dr. Fresh™, Inc. (www.drfresh.com), the creator of the best-selling children's FireFly™ toothbrush and the company behind the successful revival of the Binaca™ brand.  

(Logo:  http://photos.prnewswire.com/prnh/20101006/LA77977LOGO)

(Logo:  http://www.newscom.com/cgi-bin/prnh/20101006/LA77977LOGO)

The company has recently mounted a number of social media-based initiatives to support its FireFly franchise as well as other brands in its growing portfolio.  As part of this effort, Dr. Fresh has teamed with social media video production entities to create cutting edge, entertaining, and ever-changing YouTube content for Binaca as well as for the company's Infectiguard™ hand sanitizer brand.

Recent initiatives by Dr. Fresh to reach and engage a younger demographic include partnering with the crowd sourcing creative website, www.tongal.com to host a Binaca commercial contest.  Cash prizes for the winning productions totaled over $7,500.

Now, Dr. Fresh is challenging would-be film directors to produce a movie scene parody featuring Binaca, also hosted on Tongal.  The winning videos will receive cash prizes totaling $10,000.  The second phase of the contest involves online influencers who are asked to make the videos go viral.  The winning influencer who garners 1 million video views will receive a Mercedes SmartCar; a trip to Hawaii for 500,000 views and a trip to Las Vegas for 250,000 views.

In addition, Facebook initiatives like the recent Binaca "Sexy Lips" contest awarded iPads and captured new friends for the brand.

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SOURCE Dr. Fresh, Inc.
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