Philips Sonicare

ASK: CREATE A CAMPAIGN FOR SONICARE TOOTHBRUSHES


SITUATION

Electronic toothbrushes are far more expensive and come with extra costs when compared to a regular toothbrush. 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. 

PROBLEM

How do we show people a Sonicare toothbrush is worth the leap in price? 

TARGET: TEETH AFICIONADOS

Not everyone is meticulous about their teeth, but there is a select group of people that love their teeth and take great care of them. They floss like they are supposed to, they go to the dentist when they are supposed to, and they even monitor how much wine and coffee they drink so their teeth do not get stained. They are creatures of habit and have their routine down pat. They count on brands they trust to get the job done.

INSIGHT

These people crave a deep clean feeling and work to achieve it throughout the day.

STRATEGY

Convert these teeth aficionados to the Sonicare way of life.


CREATIVE Campaign


PRINT

 
 

DENTAL OFFICE POSTERS

 
 
 
 
 
 

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. The app also syncs with a Gigatooth (remember Gigapets?) which shows if you're killing your tooth or if you're keeping it alive and healthy.

 
 

TEAM

Art Direction | Jansen Yoder

Copywriting | Kaitlin Demayo

Strategy | Lauren Tresco