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Ads for toilet soap, Wright said, have persuaded 71 million people in Africa and south Asia to wash their hands before meals – while delivering double-digit sales growth for Lifebuoy. Similar probing has helped Unilever come up with a campaign to persuade children to brush their teeth twice a day. The breakthrough uncovered by the hidden persuaders was to recruit fathers. The 'brush day and night’ commercials now on TV screens round the world, in which children have fun brushing their teeth with their father every night, is delivering 'a great win-win outcome: improving children’s oral health and helping us grow our business,’ BV Pradeep, the consumer insight vice-president, said. Signal toothpaste sales are up 22 per cent.
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