Oral-B has the leading brand toothbrush with the largest market share in the U.S. The premium priced product line consists of Adult and Youth brushes in an assortment of sizes and colors. Crest, maker of the leading brand toothpaste, was about to enter the market with their first ever toothbrush that had the industry buzzing.
Oral-B had limited marketing materials, budget and virtually no toothbrush advertising.
Position the brand as the “gold standard” in toothbrush performance and design. Emphasize the only toothbrush designed by dentists. Develop the brand story. Expand new brand image across multiple channels.
The first integrated domestic brand campaign. Oral-B Toothbrushes required the voice of a leader which entailed a new brand look and feel along with a revitalized tone, manner and image.
• Sales increased by 25% in one year
• Market share increased 39% to 44%
• Demand exceeded supply
• Direct mail campaign garnered a 15% response
• Trade Show attendance, leads and sales grew
• Maintained #1 U.S. leadership in manual toothbrushes
Strategic Audit and Development
Trade Show Graphics