Reinforce to the dentist the principal benefit of the Oral-B Pro-Health Whitening toothpaste: whiter teeth. And, by this, make doctors recommend the product to their patients.

We looked for an element that was already present in the dentist’s everyday life. So we got to the post-it notepad. Maintaining its usual design characteristics, but producing a colour variation that went from yellow to white, the post-it pad got a new function: to reinforce with the dentist the main benefit of the Oral-B Pro-Health Whitening toothpaste.

We further strengthened the connection between P&G and dentists, increasing by 12% the share of mind with this vital audience. An initially small activation action, it ended up impacting over 100 thousand dentists throughout Brazil.