Hum, Colgate's smart electric toothbrush, formed a new partnership with obé Fitness to bring Fitness Friday to the Colgate app. obé Fitness is a digital fitness platform. Together, the toothbrush brand and the fitness brand are releasing weekly content to get consumers moving.
The obé and Hum collaboration will feature short-form workouts. These aim to showcase how quick, effective movement can act as a mood booster and increase heart rates in just two minutes. The fitness content coincides with the same amount of time dentists recommend it should take to brush teeth.
Hum users can now earn Smile Points by brushing their teeth and completing activities. In addition, these points are redeemable for a 30-day free trial with obé Fitness.
Toothbrush Brand-Backed Fitness Content
Hum by Colgate and obé Fitness Team Up for Fitness Friday
Trend Themes
1. Brand-fitness Partnership - The trend of brands teaming up with fitness platforms to integrate their products and offer value-added services to customers creates opportunities for disruptive innovation.
2. Short-form Workouts - The trend of short-form workouts that require minimal time and equipment presents opportunities for businesses to create innovative fitness content that caters to busy consumers.
3. Points-based Rewards System - The trend of incentivizing customers with points-based reward systems that encourage repeat purchase and engagement can be applied to other industries for disruptive innovation.
Industry Implications
1. Oral Care Industry - The oral care industry can explore opportunities to partner with fitness platforms and integrate their products to increase engagement and offer value-added services to customers.
2. Fitness Industry - The fitness industry can tap into the trend of short-form workouts to create innovative content that caters to busy consumers and offer partnerships with brands for unique and engaging experiences.
3. Retail Industry - The retail industry can leverage the trend of points-based reward systems to incentivize customers and encourage repeat purchase and engagement, creating opportunities for disruptive innovation.