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Paper
1.
How Oral-B changed European brushing habits in six months
Catherine Lusher, Admap, November 2009, pp.15-17
Dental hygiene brand Oral B wanted to persuade 47 million west Europeans to switch to a power toothbrush. Agency Publicis was tasked to shift perceptions from ‘unnecessary, expensive gadget’ to ‘essen ...

Summary | Full Text | Creative | More Like This
Award-winning case study
2.
Rob the dentist
Patsy Peacock, Advertising Federation of Australia, Advertising Effectiveness Awards, 1990
The toothbrush market had started to grow in the 1980s following the launch of premium priced brands. Oral-B achieved market leader position within 2 years and has maintained it ever since.

Summary | Full Text | More Like This


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