Oral-B: You're Out

Dental care brand Oral-B hijacked the holiest day of the year to encourage take-up of its electric toothbrushes in Israel.

Campaign details

Brand: Oral-BBrand owner: Procter & GambleLead agency: MediaCom Connections Israel, ACW Grey Tel-AvivCountry: IsraelIndustries: Oral healthMedia channels: Content marketing, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Electric toothbrushes provide a much more effective clean than manual ones, but the message wasn't getting through in Israel. Despite years of dentists recommending them, national dental hygiene was poor.

We identified a religious festival (Yom Kippur) that required total fasting – not even the tiniest morsel of...

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