Campaign details

Brand: Oral-B
Brand owner: Procter & Gamble
Lead agency: MediaCom Connections Israel, ACW Grey Tel-Aviv
Country: Israel
Industries: Oral health
Media channels: Content marketing, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Electric toothbrushes provide a much more effective clean than manual ones, but the message wasn't getting through in Israel. Despite years of dentists recommending them, national dental hygiene was poor.

We identified a religious festival (Yom Kippur) that required total fasting – not even the tiniest morsel of feed could be swallowed – and used it to promote dental care brand Oral-B's latest electric toothbrush.