Fluocaril Fun Fest

Fluocaril needed to relaunch in Thailand, reintroducing the brand to a mass audience while educating consumers on its Double Action Fluoride formula and new 7 Benefits Toothpaste. Oral care is usually framed around problems, tooth decay, bad breath and costly treatments, which made a straight product message easy to ignore. Vero found its opening in the language itself: the Thai sounds for 'fun' and 'teeth' share the same word, fan, so a dental relaunch could present itself as a celebration of worry-free enjoyment rather than a lecture about cavities.

That pun became the whole platform. Vero built the Fluocaril Fun Fest, a live brand festival carrying the message Double the Fun, Double the Protection, staged over three days at Siam Discovery in Bangkok from September 13 to 15, 2024 and extended through a 20-day pop-up at Em Station. It brought together dentists, 21 KOLs, media and T-Pop group ATLAS, with on-stage activities, interactive booths, product sampling and live performances. Education travelled through sampling and hands-on booths rather than messaging alone, and the KOLs created content that PR then amplified.

The event was engineered as a media engine, giving dentists, creators, journalists and a T-Pop act something concrete to cover, while the short festival paired with the longer pop-up to stretch the footprint beyond launch weekend. The campaign ran as a live and PR-led activation rather than on named social platforms. Vero reports 52,000 participants, 152 pieces of media coverage, a 421% rise in brand mentions, 34K organic impressions and an estimated 381B cumulative reach, though all figures are self-reported, the reach carries no stated methodology, and no sales or engagement data was shared.