Oral-B: 1960's newspaper at my doorstep today?!
Sushan Vernekar, Apeksha Wallia and Hardik Senjalia
Campaign details
Brand owner: Procter & GambleLead agency: Mediacom IndiaContributing agency: The Times of India and Publicis Budget: Up to 500kCountry: IndiaIndustry: Oral healthMedia: Newspapers, Online video
Executive summary
This case study describes how Oral-B, a toothbrush brand in India, increased its trials and sales by subverting the competitor's values. Procter & Gamble's Oral-B brand is well known in India for its toothbrushes, but it was entering the competitive toothpaste category. In India,...