ORAL-B

How do you introduce the world to the idea of a $400 toothbrush? We gave the new Oral-B Black power brush the respect it deserved and launched it as a high-performance, luxury product. The campaign ran globally with TV, print, and a tremendous digital effort including custom websites, banners, iMedia and rich media executions. In the end, sales set records in every market for Proctor & Gamble. A year later we launched Oral-B White.