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...