Grey Tokyo Presents: Toothpaste that Tells the Future

Aquafresh Fortune Telling is a digital initiative initially launched in the summer of 2021 to keep people motivated to brush their teeth in the mornings during Covid times. Brushing teeth morning and night was common within the Japanese lifestyle, but the emphasis has also slowly shifted to brushing in the night and less in the morning. While being in the middle of the seventh Covid wave and as the season heads toward winter, many people in Japan expect the eighth and ninth wave to emerge, prompting Aquafresh to revive the campaign for a short stint, starting on September 26th.

In the Covid-19 era, there are a few reasons why people tend to skip or forget to brush their teeth in the mornings, factors such as: working from home, restrictions on going out, fewer face-to-face social gatherings, a more flexible routine, people getting up later in the morning and going straight to having breakfast. 

Aquafresh wanted to remind people to get back into the morning teeth cleaning routine. Grey Tokyo conceptualized a unique campaign collaborating with renowned Japanese fortune teller and writer Johnny Kaede.

Fortune-telling is a popular pastime in Japan, with many checking their daily fortune on the morning news and entertainment shows. In this campaign people are asked to upload a photo on Twitter showing the toothpaste applied to their toothbrush. Users would then receive their fortune-telling results from the famous Johnny Kaede based on the colour and shape of the toothpaste on the brush.