There are no restrictions or regulations.

At UFC, every fighter uses a mouth guard to enter the arena.

The idea was create a LED mouth guard that created a dazzling white smile on the fighter.

The chosen fighter was the UFC bantamweight champion, the Brazilian Renan Barao. The chosen fight was the UFC London main event.

Moments before the fight, our champion used social networks to built suspense about his entrance in the UFC arena.

On Twitter and Facebook he posted a video where he said he and Oral B had a surprise for his fans.

And promoted the hashtag #Barao_White_Teeth

At the fight time, the champion entered the arena with a LED mouth guard, highlighting his mouth to all who were in the arena and those watching UFC on TV.

Retweets and other social media in Brazil skyrocketed as a result.

#Barao_White_Teeth was trending topic in Brazil during the fight.

The story had massive media attention locally and globally at major media outposts. Rede Globo (Brazilian largest tv channel) covered the story on its daily sports show. Tvs, web portals, newspapers, magazines, radios, social media and blogs liked the story as well.

Oral B 3D White is one of the most successful launches for P&G in Brazil for the last years. (Due to P&G terms of confidenciality we can’t disclose the exact numbers)