Problem: compared to a regular toothbrush, a Sonicare is super expensive.
Solution: targeting "Teeth Aficionados," a select group of people who love taking care of their teeth.
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 promotes a more balanced dental routine 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.