CHALLENGE
The partnership of recognized leaders of intelligent products, Braun and Oral-B represented a major achievement in the design of form and function as applied to the science of plaque removal. InterPlak, maker of the only electric toothbrush, dominated the U.S. market.
The Braun Oral-B Plaque Remover was set to launch in the U.S. with limited marketing materials and budget.
SOLUTION
Create the first integrated domestic brand campaign that positions the brand as the "only oscillating", plaque removing electric toothbrush that's “better designed and better performing”. Utilize the voice of the toothbrush leader, Oral-B, and the engineering expertise of Braun. Develop a new brand image that unified the two individual brands into one.
RESULTS
In 6 months, sales increased by 800%
In 6 months, market share grew from 0% to 5%
Demand exceeded supply
Direct mail campaign garnered over 25% response
Trade Show attendance, leads and sales grew
Unseated InterPlak as the #1 U.S. leader in electric toothbrushes in less than two years
DELIVERABLES
Strategic Audit and Development
Focus Groups
Brand Positioning
Brand Identity
Print Advertising
Broadcast TV
Direct Response
Dimensional Mailer
Trade Show Graphics
Collateral Materials