Orajel Toothache Gel launches ‘Get Tough with Toothache” ad campaign
It may be the UK’s number 1 Toothache Gel, but with relatively low awareness and increased competition from big name generic painkiller brands, Church & Dwight UK Ltd, who manufacture brands such as Batiste, Femfresh and Arm & Hammer, as well as Orajel Toothache Gel, needed an ad campaign that shouts extra loud to ensure cut through in this crowded market.
With a focus on communicating that Orajel Dental Gel delivers effective and rapid relief from toothache straight to the source of pain, creative advertising agency Media Therapy set to work carving out a route that would go against the category grain of using standard facts and scare tactics to persuade purchase. In true challenger style they have instead opted for a bold, light-hearted approach focused on humour and standout visuals to get the product noticed while also clearly delivering this specialist product’s stand out benefits.
As an extension of the 2015 brand platform ‘Give Toothache the Finger’, the ‘Get Tough with Toothache’ 2016 campaign shows a pea sized amount of Orajel applied to the end of the finger, transforming it into a powerful warrior or champion to fight toothache right where it hurts. The three characters (Ninja, Wrestler and Superheroine) were created using real costumes on real fingers with no CGI and just a little retouching input for an authentic visual result. 3 different scenes and titles will be rolled out across consumer and trade print as well as digital ads from mid April onwards. There are also plans to support the campaign through PR and social activity.
Michael Benson, Marketing Director at Church & Dwight UK Ltd said: “Being a challenger brand, although we are the leading toothache specific product, gives us the creative license to really push the boundaries with our approach. It is refreshing to be able to inject a bit of humour into what we are doing and are really looking forward to seeing where this new approach will lead us in the future.”
Church & Dwight UK Ltd