Of all the sponsor’s vying for attention
during Dick Clark’s New Year’s Rockin’ Eve show,
one stood out.
Yes, the mouthwash.
Throughout the show,
there were Scope moments.
Simple and short spots featuring
two people in the crowd kissing.
During the first spot,
everyone I knew ran for a gum or mouthwash or mint.
Then every time a couple would kiss,
there would be a wave of copycat kisses.
I saw people watching out for the spot
with smiles on their faces
(and a certain look in their eyes).
Brilliant, brilliant marketing.