Oral-B - Power to the people

Catherine Lusher and Andy Lear

By 2008, there was still 76.6% of the population who had failed to adopt electric toothbrushes. Oral-B wanted to change people’s habit of a lifetime.

Oral-B – Power to the people

Catherine Lusher and Andy Lear – Publicis

At first glance, this paper appears to tell an impressive but pretty conventional story of how a marketing campaign persuaded millions of people in the UK to change the habit of a lifetime, putting down their manual toothbrush and adopt an electric one instead.

The numbers certainly are impressive. Over 12 months, the campaign increased UK penetration of electric toothbrushes from 23.4% to 26%, adding an incredible £14.7m to the value of the Oral-B brand.

However, what is really interesting for us and the broader marketing community...

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