Oral-B to launch new power toothbrush TV campaign
Oral-B is launching a new TV campaign for power brush in September, as part of a £10 million marketing spend to promote power tooth brushing.
The advert, which will air until the end of December, was created by Publicis. It is set in a salt desert and features dancers wearing dark blue, light blue and white jump suits, to reflect the brushhead bristles of an Oral-B power brush.
Their performance simulates the patented ‘oscillating rotating’ action of an Oral-B power toothbrush whilst the voiceover states “The way it moves, the way it cleans, the way it makes you feel...everything about an Oral-B power brush is simply revolutionary.” The strapline for the campaign is ‘seize power and join the revolution’.
Helen Johnson, oral care business leader at Procter & Gamble, said: “Research shows that one in four households in the UK has already joined the revolution and seized power, whilst one in two households is open to switching to power oral care, so there is plenty of room for growth in the category.
“With our new, powerful ad campaign we are looking to engage with both our current consumers, encouraging them to trade up to a superior power brush, along with new consumers to inspire them to buy into the power market.”
The adverts will be supported by PR, print, online and in store activity leading up to Christmas.