The Oral-B Black power-brush launch was an enormous undertaking. Toothbrushes with a $400 price tag deserved to be noticed.
We launched Oral-B Black on a global scale, treating the brush as if it were a high performance luxury brand. The campaign ran globally, with TV, print and a tremendous digital effort including custom websites and banners, iMedia and rich media executions. Sales have set records in every market for Proctor & Gamble.

We created an interactive web spy thriller experience, “Agent 6.” Emphasizing the six brushing modes, it was designed to engage viewers and lead to the Oral-B Black microsite.

The Oral-B Black micro-site continued the high performance theme and was designed to appeal to our tech savvy audience.

After the huge success of Oral-B Black, a high end white power brush was launched. Views on YouTube reached over 1 million.

Following the launches of the Black and White brush, Oral-B launched the Genius brush, aimed at both the male and female tech savvy audience.