How Oral-B changed European brushing habits in six months

Catherine Lusher

Dental hygiene brand Oral B wanted to persuade 47 million west Europeans to switch to a power toothbrush.

How Oral-B changed European brushing habits in six months

Catherine Lusher

Oral-B, The brand more dentists recommend worldwide, was facing the challenge of getting 47 million people across western Europe to switch to a power toothbrush.

During the past 10 years, penetration of the power category had grown steadily, to the point where six of the top 10 power toothbrush markets globally were in western Europe. By 2008, however, this steady growth had begun to slow quite dramatically, despite continued support.

This is the story of how Oral-B dramatically kick-started, within a mere six months, the adoption of Oral-B power...

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