Rob the dentist

Patsy Peacock

The toothbrush market had started to grow in the 1980s following the launch of premium priced brands.

Building a Premium Franchise: Oral-B

Patsy Peacock

THE BRAND

Oral-B is a premium range of toothbrushes manufactured and distributed by Oral-B Laboratories. Originating in the USA, Oral-B is now owned by the Gillette Co.

The formation years 

The brand was launched in Australia in 1972.

In the 1970s the toothbrush category could be summed up as follows:

— No growth. — Commodity item. — Low price. — Low interest (by both trade and consumers). — Minimal promotion. — Dominated by Tek, a Johnson & Johnson brand with a 50% + market share.

Oral-B was distributed...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands