Oral-B creates brushing habits campaign

The multi-million pound campaign has been devised to help revolutionise the UK’s brushing habits, encouraging consumers to use a rechargeable toothbrush with the campaign tag line ‘for that dentist clean feeling’. Oral-B will be challenging retailers to join the revolution with a realigned range and one unified campaign message to encourage consumers to choose power.

Commenting on the new initiative, Steve Davey, Brand Manager at Oral-B says: ‘Research shows that 75% of dentists and hygienists in the UK who recommend rechargeable toothbrushes, most frequently state Oral-B as the brand of choice. Talk to anyone who has recently made the change to a rechargeable toothbrush, 8/10 said they’d recommend it to family & friends, they really give you a dentist feel of clean, so we’re confident that we have a product that really delivers against the promise. We know if consumers are aware that they can achieve a similar clean feeling at home, they will be motivated to make the switch to rechargeable.'

Oral-B has a comprehensive range of power toothbrushes clinically proven to clean more effectively than an ordinary manual toothbrush, starting at an affordable price point with the Oral-B Vitality range (SRP £29.99), through to the Oral-B Professional Care range (SRP: £39.99-£89.99) and then up to Triumph with SmartGuide (SRP: £139.99), that uses Smart chip technology to help feedback on how well you are brushing. Oral-B will reposition all its in-store range of power toothbrushes, using inspiring visual merchandising units that combine strong imagery and clear product descriptions showcasing the key benefits and features of each range.

Oral-B’s intent to drive awareness of power brushing comes at time where the rechargeable toothbrush market is currently worth £50.6m and is growing at a rate of 10.4% year on year. Targeting a penetration increase of just 1.5% (660,000 new users) Oral-B predicts this will grow the category an estimated £13m as the average category spend is just over £20. Add to that the refill opportunity and that takes the size of the prize to £17m for year.

The most productive way for retailers to profit from this initiative is through stocking all brushes in the range and engage in the available POS and merchandising fixtures, this will act as a purchase prompt and encourage consumers to play their role in the power revolution.