Philips Oral Healthcare Launches New Ad Campaign for the Sonicare� Toothbrush

Oct. 5, 2001
Consumer demand at all-time high.

Snoqualmie, Wash., (October 1, 2001) - With consumer demand for premium power toothbrushes at an all-time high, Philips Oral Healthcare, maker of the Sonicare� toothbrush, today launches 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.

D'Arcy Masius Benton & Bowles ( is one of the world's leading communications companies building brands for clients like Capital One, The Coca-Cola Company, Ernst & Young, General Motors, M&M Mars, Pfizer and Sprint.� D'Arcy also represents other Philips divisions around the world, including Domestic Appliances and Personal Care (DAP), Medical Systems, and Lighting.� D'Arcy's talented team of 6300, working in 131 offices across 75 countries, is bound together by a passion for creativity and leadership in all forms.� With 2000 billings of $6.7 billion, D'Arcy is ranked among the largest communications companies in the world.� D'Arcy is a member of the Bcom3 Group (


For further information please contact:

Heather Nevesky�Manning Selvage & Lee

(323) 866-6077�

[email protected]��

Scott Anderholt

D'Arcy Los Angeles

(323) 658-4130

[email protected]