“When pressed to the tooth, [Tooth Tunes] renders a recorded riff from a pop star that lasts two- minutes – precisely the amount of time dentists say children should be spend brushing their teeth.” [source: Wall Street Journal article | sub req’d.]
Not only does it make the ho-hum toothbrush remarkable, it also solves the problem of getting children to brush their teeth more often and for longer periods of time.
For six years, Hasbro has been trying to develop the right use for their invention of a tiny devise that can transmit sound through enamel and bone. They first tried to use the technology in a lollipop but at $10 bucks a pop, consumers balked. Next, Hasbro considered using pens, spoons, and forks but none of those prototypes made it to the marketplace. Hasbro finally settled on a toothbrush and will launch Tooth Tunes in late summer.
If 4 out of 5 marketers agree this is a great example of using marketing spend to improve the product … then who is the dissenting 5th marketer?