P&G readies marketing drive for new Oral-B toothbrush

P&G Singapore has launched its largest marketing initative of the year to drive its new Oral-B branded manual toothbrush, the Pulsar. A global commercial, created by BBDO in Boston, began airing last week though according to P&G Singapore country manager Jopa Malantic, the touchstone of the local campaign is an ambient execution to be unveiled later this month. While Malantic declined to disclose details ahead of its launch, he said it would be his team's "biggest campaign so far this year" and involve interactivity. The ambient component will be executed by Ogilvy RedCard Singapore. The Pulsar toothbrush is a battery-operated, single-use brush capped with a 'pulsating' head. Calling it "the best manual brushing technology available", Malantic pointed out that the brush targets a niche audience of individuals who seek more thorough dental cleansing and are willing to "invest time, energy and dollars in doing a good job on oral care". This is Oral-B's first consumer campaign since October 2005 when it launched its 'Smiles' platform. The bulk of its marketing initiatives are conducted through long-term endorsements with local health associations such as the Health Promotion Board, Singapore Dental Health Foundation and Singapore Dental Association (SDA). Last June, key rival Colgate-Palmolive kicked off an integrated campaign with the SDA, which offered free dental checkups.

by | 08/09/2006

P&G Singapore has launched its largest marketing initative of the year to drive its new Oral-B branded manual toothbrush, the Pulsar.

A global commercial, created by BBDO in Boston, began airing last week though according to P&G Singapore country manager Jopa Malantic, the touchstone of the local campaign is an ambient execution to be unveiled later this month.

While Malantic declined to disclose details ahead of its launch, he said it would be his team's "biggest campaign so far this year" and involve interactivity.

The ambient component will be executed by Ogilvy RedCard Singapore.

The Pulsar toothbrush is a battery-operated, single-use brush capped with a 'pulsating' head. Calling it "the best manual brushing technology available", Malantic pointed out that the brush targets a niche audience of individuals who seek more thorough dental cleansing and are willing to "invest time, energy and dollars in doing a good job on oral care".

This is Oral-B's first consumer campaign since October 2005 when it launched its 'Smiles' platform. The bulk of its marketing initiatives are conducted through long-term endorsements with local health associations such as the Health Promotion Board, Singapore Dental Health Foundation and Singapore Dental Association (SDA). Last June, key rival Colgate-Palmolive kicked off an integrated campaign with the SDA, which offered free dental checkups.