Toothpaste brand Dabur Herb’l has relaunched its ‘Space Calling’ campaign in an effort to inspire Saudi Arabia’s Gen Alpha to shoot for the stars.
The campaign, along with in-store activations, aims to raise curiosity and awareness about space exploration missions.
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The in-store activations include the brand’s merchandise displayed in rocket-shaped stacks strategically placed in high footfall retail chains in the Kingdom like Lulu, Othaim, and Panda.
Hemchandar Ramesh, Category Head Oral Care, Dabur International, said, “Our brand is synonymous with strength and we want Gen Alpha to start young when it comes to cultivating strong ambitions,” on the insights that led to the campaign’s ideation.
Ramesh also explained the intention behind why the oral care brand launched this campaign.
“The space, skies, and stars represent the endlessness that we want the younger generation to feel when it comes to having ambitions. There are no limits to dreaming and endlessly working hard to make them come true. The campaign is our modest effort to bring Gen Alpha closer to space-related endeavours and we hope that it will continue to inspire them to find ways to let their ambitions shine,” he said.
To include an element of interactivity and reward, Dabur Herb’l has offered a trip to the Space Centre in Florida, USA to five winners.
“This campaign sparks passion for space exploration and encourages children to gain knowledge beyond horizons,” Ramesh said.
The Space Calling campaign was rolled out on 23 August and according to Dabur Herb’l, has already received over 2000 entries across the Kingdom.
