The Brief

Help Philips launch their new brush, The One, that was powerful enough to satisfy dentist recommendations, portable enough to go literally anywhere, and personalizable enough to appeal to the style sense of their lagging Millennial/Gen Z demo. More importantly, craft custom and adaptable retail campaigns to win back ultra-valuable shelf space at their marquee retail partner stores.

The Approach

A subtle but eye-catching monochromatic color palette grabbed the eye, but the story of a brush that went where our customers’ lives took them (and solved their brushing needs) stood out even more. We positioned The One via personification, bringing it to the lunch tables, gym bags, office desks, and travel cases where it could truly shine. Suddenly, this wasn’t just an extra toothbrush that many consumers weren’t thinking of needing, it was the helper that got that stubborn spinach out after lunch, wiped out that midmorning coffee breath, kept their smiles fresh after a workout, and solved every on-the-go oral care need.

The Result

A hugely successful launch for Philips saw sales expectations surpassed and category gain against competitors like Oral-B and Quip. A supporting social and digital campaign helped spread the word, and, to the delight of our clients, Target opened up additional shelf space to bring The One to the carts of even more customers.