Sep 04

Elmex Toothpaste Helps Fight Cavities By Promoting Cavities

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Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv did this bus promotion where 600,000 tickets were given out. As each rider takes a trip, the card is punched and voila: You have a cavity. Hmmm. One of those things that looks cool until you realize, do I need to see a growing number of cavaties?

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