One of our toughest word of mouth marketing clients was GUM, makers of floss, toothbrushes, and other dental care products. Not exactly a high-buzz product category.
The problem: People use the product alone, in the bathroom.
They needed to move the conversation out of the house where there are more people who could start a bigger word of mouth conversation.
So it was great when colleague Phil Nieman saw a well-placed sample inside a pizza delivery box.
Which is exactly when you’d be interested in trying a new kind of toothpick. And when you’d be with friends who are thinking the same thing.