TEVA's ELMEX – "Cavity preventing toothpaste"
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TEVA's ELMEX sought to promote her cavity preventing toothpaste in an original and creative manner under the slogan: 'ELMEX helps protect against cavities'
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a guerrilla campaign in collaboration with Israel's largest bowling chain with branches spread in all Israel's major cities. 200 unique bowling balls without grip holes were randomly issued along with the regular balls at the bowling alleys. On each ball were three circular patches that create the illusion of holes. |
Thousands of people were exposed to the message directly and tens of thousands were exposed indirectly through the media and social networks.
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