Problem: Compared to a regular toothbrush, a Sonicare is far more expensive. In an aisle that is very grab and go, it's hard to get people to stop and consider a Sonicare when their regular, lower priced option is available.
We thought, how do we show people a Sonicare toothbrush is worth the leap in price?
Targeting Teeth Aficionados. Not everyone is meticulous about their teeth, but there's a select group of people who love their teeth. They floss every day, they go to the dentist when they are supposed to, and they even monitor how much wine and coffee they drink so their teeth don't get stained. They're creatures of habit and have their routine down pat. They count on brands they trust to get the job done.
Strategy: Convert these teeth aficionados to the Sonicare way of life.
Insight: There's such a thing as overdoing it when it comes to dental care. People can over brush, over floss and over tongue scrape. Yes, there are people who tongue scrape.
This campaign for Sonicare promotes a more balanced dental routine through dental PSA's and product extensions, for those who may like to overdo their dental routines.
Print/dental public service announcements
Ps: I drew the teeth.
Sonicare toothbrush app and Gigatooth
The app connects to your Sonicare toothbrush recording the amount of time spent brushing along with the rest of your dental routine including brushing pressure.
The app syncs with a Gigatooth (remember Gigapets?) which shows if you're killing your tooth or you're keeping it alive and healthy.
Partnership with Sensodyne ProNamel Toothpaste and toothpaste squeezer
ProNamel toothpaste is gentle and effective at the same time, making it a great option for a Sonicare partnership and dental obsessed people.