d30_ls6_brushtowelOral-B® the leading rechargeable toothbrush brand within the UK market launches a new multi-million pound advertising campaign this month. The new advertising creative will appear on TV screens from August until December, with the strapline, ‘The Power of a Dentist Clean Feeling Everyday’.

The light-hearted ad creative opens with a woman getting out of her dental chair content after having her teeth cleaned. She picks up the dental cleaning tool and walks out of the dentist’s office, stretching the cord until she reaches her front door, but it doesn’t stretch far enough to fit inside her home. The voiceover says, “But imagine if you could get a dentist clean feeling every time you brush at home?” the scene cuts to her bathroom and the voiceover returns “…You can, with Oral-B rechargeable toothbrushes.”

Commenting on the new advertising creative, Oral Care Business Leader at Procter & Gamble, Jo Buckley says, “Research shows that consumers aspire to re-create that ‘feeling of clean’ after visiting the dentist. This tongue-in-cheek creative aims to communicate the very serious message that using Oral-B rechargeable toothbrushes does give consumers a superior clean. Our patented Oscillating-Rotating technology, a unique cupping action, sweeps away twice as much plaque as a regular manual toothbrush, leaving consumers with cleaner teeth and healthier gums.”

The advertising campaign is set to help increase UK household penetration (currently 23%) and encourage trade up to more premium Oral-B rechargeable toothbrushes. The adverts will run until 31st December 2009 in the UK and during September and December 2009 in Ireland.

Procter & Gamble

Tel: 0800 7311 792


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