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