Following extensive research, we developed a set of provocative insights to introduce the new concept of anti-bacteria into the category, structured as “Did You Know?" trivia-like questions.As category learnings showed that toothbrush purchase is impulsive and decisions mainly made in-store, we shifted our focus to POS, where we faced yet some additional challenges. Given the unique characteristics of the category (small products, shelved only on pegs, with limited display space) we needed to find alternative methods to get noticed in-store. We couldn’t advertise in the “right” place, so we devised a strategy of advertising in exactly the “wrong” place.

Sales were up 10% one month after the campaign (vs. pre-campaign).

Three months after the launch, the positive trend continues with sales growing +18% year-on-year.Most importantly, Oral B gained market leadership from Colgate in the toothbrush category: major achievement! Colgate is an oral care mega brand, active in several sub-categories, while Oral B is only active in the toothbrush category and its ad investment is about half of that of Colgate.

The provocative insights we revealed helped us to generate great PR coverage (estimated 40% of total investment), and even created demand from professionals to try the new brush.