Results and Effectiveness

The media results were staggering – we reached 96% of Australians and provided media ROI of 4:1. And, we convinced people to try a new toothpaste brand! The results for the business were even more impressive – Oral-B Pro-Health reached a 9.5% share in its first month on shelves. This over-delivered the business goals by 400% and reduced Colgate to its lowest share in history. Oral-B Pro-Health’s launch in Australia was the fastest of any market in the world. The Australian launch of Oral B Pro-Health has now set the standard for all future P&G launches.

Creative Execution

Since Oral-B Pro-Health was, in every way, unlike anything consumers had experienced before, we made sure the media we used had the same effect. To do this, we developed the biggest ever takeover of an integrated media company in Australia. The partnership ran across TV, digital, and print, created bespoke content across all media, used five network talent as our ambassadors, and included ten media firsts in a single week. These included the pausing of Australia’s top rated show for a true solus break, altering station idents with Oral-B branding, and transforming the Yahoo!7 logo to appear as blue toothpaste. The entire launch campaign was supported with high reach TV and digital activity including a kickoff TV roadblock that reached almost 4 million people in just ten minutes. Simultaneously our digital, search, and seeding activity all worked together to drive over 1 million views to our YouTube demo video.

Insights, Strategy and the Idea

For their first ever toothpaste in Australia, Oral-B had a scientific breakthrough 15 years in the making. Containing the ingredient Stabilised Stannous Flouride, new Pro-Health toothpaste was literally superior to anything else on the shelf. But, we faced a serious challenge getting Australian consumers to care. First, we knew that toothpaste buying was a habit, and that most were simply buying what they knew or picking up whatever was on sale. And, moreover, we faced a fearsome competitor in Colgate, who had decades of history in the market and dominated supermarket aisles with a “sea of red.” In order to break people out of their routines, we knew we had to develop a media strategy that was as innovative as the product itself. Everything about the campaign had to be “can’t miss” and deliver on the overall idea of breakthrough.