The Gillette Company announced a new television advertising campaign that will communicate a powerful, consistent message across the entire line of Oral-B products. The campaign will debut in North America on Feb. 3, 2003, with a 30-second spot airing in primetime. The commercial emphasizes the brand's technological innovation, clinical superiority and the equity the brand enjoys with dentists. This message will be reinforced in individual product-focused spots later this year.
The new advertising mixes compelling, high-tech imagery of Oral-B dental experts in laboratory settings with Oral-B products, and culminates with the powerful tagline, "Oral-B. Brush Like A
Dentist." The new line will serve as a creative umbrella for all Oral-B power and manual toothbrushes.
"The 'Brush Like A Dentist' tagline reinforces the relationship we have with dental professionals, the superiority of Oral-B
toothbrushes and our global leadership position," said Bruce Cleverly, president, Gillette Oral Care. "We're confident that the campaign - together with the recent independent validation of our power toothbrush technology superiority -- will drive even more consumers to try our products."
The new campaign comes on the heels of a landmark independent study by the Cochrane Collaboration, a leading non-profit medical research group. Based on a review of four decades of research, the study found that the rotational oscillation power toothbrush technology pioneered by Oral-B is superior in reducing plaque and gingivitis.
Advertising for two new Oral-B toothbrushes, CrossAction Vitalizer and CrossAction Power, is in development for debut in the first
half of 2003.
According to Oral-B, in the U.S., 51 million people use a power toothbrush and 164 million use manual brushes. Of power brush users, 41 percent use Oral-B products, while 32 percent of
manual brushers use Oral-B products.
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