Oral-B looks to make brushing teeth cool with its new Pulsonic

For its new electronic toothbrush, the Pulsonic, Oral-B is targeting consumers that care as much about design as how well the toothbrush cleans teeth, said Elizabeth Ming, external relations manager, Oral-B, which is owned by Procter & Gamble

Objective: For its new electronic toothbrush, the Pulsonic, Oral-B is targeting consumers that care as much about design as how well the toothbrush cleans teeth, said Elizabeth Ming, external relations manager, Oral-B, which is owned by Procter & Gamble. "It's the same consumer who has the newest flat screen [TV]," she noted, adding that this is the first time that an Oral-B product launch has focused mainly on PR and digital, not print and TV buys. The Oral-B product account is managed by Publicis PR, a group of personnel from several Publicis firms.

Idea: To position the product as more of a consumer choice than a health choice, the PR team hired spokesman Michael Maloney of Extreme Makeover and will introduce the Pulsonic at Mercedes-Benz Fashion Week in New York September 9. The product will be in stores mid-September. Early media outreach focused on writers and editors that cover health, beauty, fashion, style, and technology. "Before, our best hit would be USA Today," said Amanda Glasgow, Publicis PR global account manager for Oral-B. "But now, Vogue would be our best hit."

Tools: Models from Dash and Smooch, boutiques owned by the Kardashian sisters, will carry the Pulsonic down the runway. Maloney will also design a Pulsonic-inspired bathroom at a Style 360 event.

Measurement:
The effort has a media impressions goal and will also measure the quality of coverage. All P&G companies use market mix modeling to calculate ROI for their initiatives.

Organization: Oral-B
Campaign: Pulsonic launch
PR Team: Publicis PR
Launch: September 8
Budget: Undisclosed

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