DenTek Floss Picks Find a Captive Audience this Fall - in Movie Theaters

DenTek Floss Picks Find a Captive Audience this Fall - in Movie Theaters

NEW YORK, Oct. 17 /PRNewswire/ -- DenTek Oral Care Company, along with their advertising agency Karlen Williams Graybill, has come up with an innovative way to captivate consumers in a low-interest product category. Where could they find a captive audience for their floss picks? In movie theaters -- eating popcorn. DenTek Floss Picks will be sampled on over half a million popcorn bags this fall all across the country.

(Photo: http://www.newscom.com/cgi-bin/prnh/20061017/NYTU194 )

"Most people see flossing as a hassle. But once they try floss picks, consumers find them easier to use than traditional rolled floss," says Director of Marketing at DenTek, Lex Shankle. Jeff Graybill, partner at DenTek's agency Karlen Williams Graybill, says, "We brainstormed as a team to come up with places where consumers needed to get something out of their teeth." From everything generated, the idea of popcorn bags in movie theaters really hit the mark. Everyone can identify with the problem stated on the popcorn bag: "Don't you just hate it when popcorn gets stuck in your teeth?"

Each popcorn bag will have a wrapped DenTek Floss Pick attached to it, along with the tagline "Flossing Made Easy." And DenTek will become the first advertiser to ever put a coupon on a popcorn bag. Each bag will feature a "zip coupon," which the consumer will "unzip" from the bag to receive $1 off any package of DenTek floss picks. As David Fox, President of DenTek Oral Care said "We want to give consumers a great opportunity to try our product, and then give them an incentive to buy some and incorporate DenTek Floss Picks into their oral care regimen."

570,000 popcorn bags will be branded in 100 markets nationwide, including New York, Los Angeles, Chicago, and Philadelphia. The bags are slated for release in theatres on October 27, 2006. For additional information on DenTek's unique marketing campaign or Karlen Williams Graybill Advertising, please contact Jared Alster or visit www.kwgadv.com.

About DenTek Oral Care - John Jansheski, CEO, founded DenTek in Petaluma, CA in 1982. Their mission is to help people improve their oral health through innovation and value. From it's inception, DenTek has been focused on providing innovative consumer oral care products. This spirit continues today with DenTek launching 14 products since moving to Maryville, TN in 2001, with many more in development.

CONTACT:
Jared Alster
Karlen Williams Graybill Advertising
212-414-9000, ext 216
Fax: 212-414-9561
jareda@kwgadv.com
www.kwgadv.com

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20061017/NYTU194
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN11
PRN Photo Desk, photodesk@prnewswire.com
Source: DenTek Oral Care Company

CONTACT: Jared Alster of Karlen Williams Graybill Advertising,
+1-212-414-9000, ext 216, Fax: +1-212-414-9561, jareda@kwgadv.com

Web site: http://www.kwgadv.com/

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