H&K wins Gillette dental launch PR

Gillette Group UK has hired Hill and Knowlton to handle the product PR launch for a hi-tech toothbrush from the UK’s biggest-selling toothbrush brand, Oral-B.

Gillette Group UK has hired Hill and Knowlton to handle the product

PR launch for a hi-tech toothbrush from the UK’s biggest-selling

toothbrush brand, Oral-B.



The agency was appointed last week on the consumer account, which

carries fees of more than #100,000. It was won after a three-way pitch

against Sandpiper Communications and The Grove.



Oral-B has a 20.4 per cent share of the UK manual toothbrush market;

Johnson and Johnson’s Reach range has 18.1 per cent, and SmithKline

Beecham’s Macleans and Aquafresh share 15.1 per cent.



As part of the review, the Grove has been handed an account to handle

Gillette’s dental accessories, including floss and toothbrushes.



H&K already handles PR for Gillette’s other consumer brands, Duracell

batteries and Parker pens.



The agency has been briefed to mount a high-impact campaign to launch

the new Oral-B toothbrush - called CrossAction - as a hi-tech product,

along the lines of Gillette’s Mach 3 men’s razor, launched last

year.



Gillette spent around #1.2 million in clinical research on CrossAction,

involving 4,000 consumers and 600 dental professionals, which resulted

in 26 patent applications.



H&K will promote the new brush across all media, from national

nnewspapers to lifestyle consumer titles, such as Cosmopolitan, GQ and

FHM.



H&K board director Dan Holliday said: ’Oral-B asked us to create a Mach

3-style launch for its new toothbrush - we believe our programme will

deliver this.’



In addition to handling launch activity for the CrossAction, the agency

will handle PR for Gillette’s power assisted range of toothbrushes.



P Hill and Knowlton has set up a new environmental practice, headed by

Andrew Pharoah, a director in H&K’s public and corporate affairs

division.



It aims to help clients cope with the environmental aspects of corporate

reputation.



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