titlu
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.