- Colgate’s Hum electrical toothbrush line is teaming with digital platform Obé Health to assist individuals construct wholesome habits, according to a press release. Starting June 11, Obé will host “Health Friday” exercises within the Hum by Colgate app, exhibiting how customers can get their coronary heart price up in two minutes, referencing the really useful time for tooth-brushing.
- Hum customers can rack up “smile factors” by brushing twice each day and redeem for rewards like a 30-day free trial to digital health courses on Obé Health or product purchases by Hum’s in-app retailer.
- The collaboration between the 2 tech-powered manufacturers seeks to rejoice individuals for the small steps they take throughout each day routines, in addition to encourage shoppers to proceed constructing wholesome habits that may enhance their general wellness. This partnership begins as Colgate launches a sonic brand identity to convey its core values of optimism and confidence, per particulars emailed to Advertising and marketing Dive.
Father or mother model Colgate-Palmolive is incentivizing shoppers to buy a Hum good toothbrush by providing a 30-day trial of Obé’s content material for reside and on-demand health courses. Digital health apps like Obé have surged in reputation lately, particularly amid the pandemic as many gyms and health studios shuttered briefly. Well being and health apps noticed a 67% jump in global installs within the first two months of the pandemic in contrast with a 12 months earlier, per a research by app monitoring firm Alter and health app Gympass.
The weekly programming additionally aligns with Hum’s broader objective of encouraging common dental hygiene by gamifying mundane routines like brushing tooth with the promise of incomes factors that may be redeemed for product reductions and content material.
The Obé partnership marks the second tie-up Colgate has struck for Hum for the reason that onset of the pandemic, when some shoppers averted visiting the dentist. The good toothbrush line teamed with meditation app Headspace to supply weekly programming and free trials to the app’s subscription service for guided mediations and mindfulness workouts. The collaboration sought to get shoppers “to look at and mirror on their ideas” throughout each day routines like tooth-brushing.
Colgate in August 2020 began selling the Hum smart toothbrush with the promise that it will enhance dental habits by sensing a person’s brushing type and providing personalized evaluation in its app. Now, the model is linking itself to an audio emblem with the intention to stand out within the oral care sector by “proudly owning the white house” inside sonic branding, per the announcement. The audio tactic is becoming an increasingly important way for manufacturers to distinguish themselves in crowded markets by offering a method to combine the sound inside advertising and marketing inventive throughout channels and enhance shopper recall.
For Obé, the provide of weekly health courses within the Hum by Colgate app may assist to introduce its choices to new shoppers and drive conversions to its paid subscription service. The health startup has positioned a better emphasis on partnerships, just like the one with Hum, to drive development over time. It has teamed with athletic clothes model Athleta and weight reduction firm WW, previously often known as Weight Watchers, in addition to nonendemic brands like Samsung and HBO Max.