With consumer demand for premium power toothbrushes at an all-time high, Philips Oral Healthcare, maker of the Sonicare� toothbrush, has launched a multi-million dollar national advertising campaign in time for the holiday season.
Developed through the combined creative talents of D'Arcy Los Angeles and London, the campaign features a new 30-second television spot that will break today on network and cable television stations and run throughout the end of this year. The first "prime time" spot will air during The Tonight Show this evening at 11:30 p.m. (Pacific).
The new spot features a powerful video demonstration of Sonicare's unique fluid dynamics, and its 28-day guarantee for healthier, whiter teeth. It also signals a new positioning for Sonicare, the premium brand in the power toothbrush category. Sonicare has sold more than 10 million units worldwide to date.
"The power toothbrush category is very hot right now," said Jack Gallagher, president and chief operating officer of Philips Oral Healthcare. "It's outpacing all other oral health sub-categories with a 50% dollar sales increase in 2000 versus 1999 (source: IRI 52 week, Dec. 2000). Philips has a real opportunity to drive the power toothbrush category with this new consumer campaign that simply and clearly communicates Sonicare's patented technology. The highly stylized work D'Arcy created for us will deliver Sonicare's story to consumers in a very unique and impactful way that supports its premium brand image."
"The combination of the scientific images, dramatic footage of water, and the electro-ambient audio track really captures the essence of the Sonicare brand - breakthrough technology in teeth cleaning," says D'Arcy's executive creative director, Terry Balagia.
