We used “point of sale” – but not “point of toothbrush sale”. Instead we implemented "anti-contextual" touchpoints away from the toothbrush aisle. We featured our "Did You Know" provocative jumpers at the POS of other categories where the anti-bacteria concept is already established – the toilet cleaner section ("[…]recommended distance between the toilet and the sink prevents microparticles reaching toothbrushes when flushing"), the medicine section ("[…] change toothbrush at the beginning and end of illness[…]"), etc.This enabled us to talk to prospects in environments where the competition does not usually communicate - therefore receiving more "stand out" and attention. Out insight-based anti-contextual messages wittily directed shoppers back to the toothbrush aisle.The same approach was carried out in the digital world where banners and search words appeared in anti-contextual environments.Once the topic was established and the need raised, we ran a TVC which offered the full Oral B anti-bac story.

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.