We set on a mission to improve the poor dental health of kids in Israel, And when we say all kids, we mean literally - all kids - no matter the background or socio-economic level.
Oral B faced great difficulties in growing the electric brush category in Israel. Despite significant investments along the years most consumers were not convinced to switch from their manual brush. Barriers were:
- I don’t really need it, no dental issues.
- Heard that power brush can hurt the gums.
- Price is too high for trial.
As a result penetration remained the lowest amongst all OECD markets.
Our research revealed several findings and insights that will fuel our strategy:
• Most urgent issue was not adults but rather kids - An alarming statistic that 60% of elementary school kids suffer from cavities.
• Related to the above and as every parent knows all too well - it's a nightmare to develop a habit of brushing teeth among young kids.
• When talking to the few families in which the kids already switched to power brush we realized that brushing becomes more of a game than a duty and both mornings and evenings become calmer.
We also knew that parents would do anything for their kids health…
We came up with a "Trojan Horse" strategy, We would focus on getting kids to switch first and this would serve as a lever to convert also the rest of the family.
Our team launched a national movement promoting "Power To The Children" with a sense of urgency that sent the brand on a mission to grant every 3 year old in the country access to the most advanced dental health technology, enabling the attainment of lifetime lasting healthy brushing habits and helping them arrive at first grade in optimal dental-health. Specially priced kids power brush will be made available to parents who opt-in offering their contact details, this allowed us to follow up with them later and offer them also to switch to power.
We literally stood behind the declaration that each child deserves an electric-brush. by featuring in our communication all types of families that exist in the diverse and polarized Israeli society – Religious, Secular , different origins and lifestyles as well as for the first time in Israeli advertising a family that consists of two fathers and their daughter.
Media placement enhanced the public service message feel – TV ads were placed right before the evening news of the main channels (a space typically reserved for government/nonprofits).
Instore we collaborated with the leading retailer to offer parents specially priced kit that included on top of the brush itself also a dedicated children's book who's hero was an electric brush that taught kids the merits of healthy brushing.
Israeli society is extremely polarized, in a relatively small piece of land live side by side groups of people who couldn't be more distant from each other in almost any aspect of life - Secular and Religious, Jews and Arabs, Urban and Rural, Liberal and Conservative.
Israel's democracy is a vibrant one, almost any topic on the public agenda is contested and arguments are often extremely heated.
Most brands don't get involved in fear of upsetting one of the sides, but when we talked about offering each and every three year old an electric toothbrush we meant it literally and we had to prove it.
So we decided to feature in our communication a wide array of families and kids that represent today's Israeli society regardless of background, including families that you never see in advertising.
It is therefore not surprising that a few days after launch an editorial in Ha'Aretz newspaper (Israel's most influential daily, equivalent to the New York Times) called our campaign nothing less than "historical" ("This Israeli Ad May Have Just Made History" , Ha'Aretz , August 18, 2018) going on to say - "When a manufacturer of toothbrushes for children wants to reach every home, it wants you to see people on the screen who live a credible, normal life... Sixty seconds of your time and you will see a revolution...".
In the summer of 2017 just as a heated public debate regarding the adoption rights of gay couples was taking place, Oral B did not remain on the sidelines and took a clear stand.
P&G rolls out thousands of new ads every year, some are intended to rile people up in an effort to change the world for the better, like Oral B did in Israel. Brands need to have a point-of-view about things that matter to people.