Plackers aimed to break out of the oral care aisle and into everyday culture — reaching new audiences, increasing brand awareness, and positioning floss picks as a lifestyle essential rather than a routine hygiene tool. The goal: make Plackers synonymous with food moments that naturally call for a floss pick, expanding visibility without relying on traditional paid media.
With a small but mighty idea, Plackers built the Snack, Smile, Repeat campaign — a series of unexpected yet perfectly “floss-worthy” collaborations with buzzy food brands including Mums Candy, Safe Catch Tuna, Leon’s Bagels, Purple Carrot, The Sweetish Fish, and Toby’s Dips.
Each partnership was strategically crafted to meet consumers where they already are — mid-meal, post-snack, or in sticky-sweet situations. Sampling, trade partnerships, and organic social amplification replaced traditional media buys. Plackers inserted itself into food culture through:
Experiential activations like “Bagels on Plackers” at Leon’s Bagels NYC.
Co-branded mailers and giveaways with complementary brands such as Safe Catch Tuna and Toby’s Dips.
Mass sampling integrations, like 10,000 Plackers packs placed in Purple Carrot meal boxes.
Social cross-promotion across partner channels, tapping into food-lover audiences and influencer communities.
This approach allowed Plackers to leverage the credibility and engaged followings of partner brands to authentically enter new conversation spaces — from foodie corners of Instagram to plant-based meal prep routines.
Leon’s Bagels: (APRIL 2025) Plackers took over Leon’s Bagels’ Mulberry Street storefront with a cheeky “Bagels on Plackers” activation. The first 150 everything bagels were free courtesy of Plackers, with floss tucked into each order. The activation drove in-person buzz, amplified by social coverage from Leon’s and a co-post shared across both brands’ platforms.
Mums Candy: (JUNE 2025) To celebrate National Candy Month, Plackers partnered with Mums Candy to create a custom co-branded mailer sent to top food and snack reviewers. The playful collaboration leaned into the “sticky situations” that come with candy, positioning Plackers as the must-have sidekick for every sweet tooth moment.
Purple Carrot: (SEPTEMBER 2025) Plackers went plant-based for September (think of all those pesky veggies in your teeth), teaming up with meal-kit brand Purple Carrot to insert floss samples in 10,000 boxes nationwide. The partnership was supported with a giveaway and social amplification that brought the brand directly to health-conscious consumers in their homes.
The Sweetish Fish: (JULY 2025) Plackers joined The Sweetish Fish for a week-long sampling event at their Cape Cod candy truck. Every candy bag came with a Plackers sample inside, and local influencers were invited to stop by, capture content, and spread the word to regional audiences.
Toby’s Dips: (JULY 2025) In collaboration with Toby’s Dips, Plackers hosted a co-branded giveaway that celebrated snack-time fun and encouraged healthy eating moments with a smile. Both brands cross-promoted the content on social media, expanding reach and engagement organically.
Safe Catch Tuna: (JUNE 2025) In partnership with Safe Catch Tuna, Plackers curated a summer-ready Picnic Basket Giveaway featuring both brands’ products. The collaboration tapped into healthy, on-the-go eating moments, reinforcing the idea that wherever there’s food, there should be Plackers.
The campaign reached over 15,000 creators and customers directly, driving thousands of organic impressions and social interactions across multiple partner accounts — all without paid amplification.
Plackers successfully transformed from a bathroom-cabinet essential to a brand consumers saw at their tables, in their lunches, and in their daily food rituals. “Snack, Smile, Repeat” made floss picks part of the lifestyle lexicon — not just the oral care routine — generating widespread awareness through creative, conversation-starting partnerships.
