THE ASK
Oral-B, aimed to educate men on the advantage of power brushing, while positioning Oral-B as the state-of-the-art choice with superior product benefits and technology.
THE SOLUTION
Condé Nast Media Group executed a custom cross-platform campaign driven by insights into what engages Oral-B’s selected micro target of performance-driven men. The creative team got outside the toothbrush box, adopting marketing visuals and language of high-end cars. Positioning Oral-B as the “sports car of power brushing” shifted brand perception from commodity to the ultimate guy gadget.
