August 2006 - Puerto Rico

Listerine, one of the Pfizer brands, has launched a new product for kids called Listerine Agent Cool Blue. The product, which detects plaque on teeth, is a mouthwash that stains plaque blue so that kids can see the areas where they should focus on brushing better.

SIA Interactive was asked to develop a customized interactive game to promote the product. On screen, a mouth with teeth stained blue is displayed. The goal is for participants to brush until all the stains are removed. A giant toothbrush with a sensor is used as the interactive game device. Before play, a 30-second animated short explains the product features and how it is used.

The solution was used at the product launch, which was held at an odontology conference, and during a purchase-based promotion at key points of purchase.

"During the launch, all of the dental professionals participated and they were really impressed. What most astonished them was the way the game presented the product features. We would like to thank SIA Interactive for the great job they did: they helped us get our message across in an innovative, entertaining way.”

Angela Alspaugh
Brand Manager
Pfizer