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Information

Client: Procter & Gamble România
Brand: Oral-B Electric Toothbrush
Entrant Agency: Leo Burnett Group

Background/Objectives
Strategy
Results

P&G was struggling to promote the Oral-B electronic toothbrush, facing difficult consumer barriers regarding price and product complexity.

In order to make the product relevant and appealing, we changed the frame of reference – from just a cool gadget (nice to have) to a functional and performing device (must have).

The campaign results exceeded by far all objectives set.

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