The idea was simply to strategically illustrate...... eat, then floss, then brush. We perfectly timed our ads right after some of the regions most popular food adverts (Burger King, McD's, Cadbury, and TGI Fridays), reminding listeners of the importance of brushing and flossing after every meal.

The ads generated over 2.3 million media impressions and were aired in collaboration with an in-store promotion that contributed to a rise of 125% in sales versus a year ago. In addition, we conducted a survey with listeners and over 63% responded that they were more likely to consider flossing after eating.

Over 68% would consider brushing more than once a day and most importantly, over 59% said they were likely to trust Oral B for their dental hygiene needs.