How I brought a breath of freshness to oral care

I convinced Oral-B to ditch their long standing formula of dentist-led, clinical communication for the first time. And embrace the opposite instead. People-led, real chaos. Here’s why.

Role: Lead Creative

Oral–B had always relied on clinical expertise to market their toothbrushes. It was a proven formula that worked.

Except, now I needed to persuade a younger audience to start using power brushes. Of course, they already knew the brushes were dentists recommended etc etc, but that wasn’t going to cut it.

So, I threw away rule book. To create something that puts the audience at the centre. And shows value in a fun, relatable and attention-grabbing way.

A simple truth everyone can agree on

I led with the insight that – ‘machines are consistent, humans are not’. We’re not always at our 100% efficiency – but power brushes are. So, you’re guaranteed the best clean no matter what.

I brought this creative platform to life with YouTube pre-rolls, that showed a series of exaggerated, everyday bathroom moments.

The Results

70% higher ad engagement rates, a roll-out across Europe, big jump in sales and a business ready to be brave!