Gillette Launches Unprecedented Ad Campaign for Oral-B

The Gillette Company, Boston, MA, unveiled a new television advertising campaign that will emphasize the Oral-B brand’s technological innovation, clinical superiority and equity with dentists. The campaign will debut in North America on Feb. 3, 2003. The message will be reinforced in individual product-focused spots later this year, according to executives, such as the new CrossAction Vitalizer and CrossAction Power toothbrushes.

The new ad combines high-tech imagery of Oral-B dental experts in laboratory settings with Oral-B products, and culminates with the tagline, “Oral-B. Brush Like A Dentist.”

“The ‘Brush Like A Dentist’ tagline reinforces the relationship we have with dental professionals, the superiority of Oral-B toothbrushes and our global leadership position,” said Bruce Cleverly, president, Gillette oral care. “We’re confident that the campaign-together with the recent independent validation of our power toothbrush technology superiority-will drive even more consumers to try our products.”

The new campaign comes on the heels of a landmark independent study by the Cochrane Collaboration that found that the rotational oscillation power toothbrush technology pioneered by Oral-B is superior in reducing plaque and gingivitis.

According to Gillette, 51 million people use a power toothbrush and 164 million use manual brushes in the U.S. Of power brush users, 41% use Oral-B products, while 32% of manual brushers use Oral-B products.