oral-b pro-health professional product launch

launch campaign 

challenge

Oral-B Pro-Health toothpaste product launch and sales conversion.

brief

Launch Oral-B Pro-Health toothpaste via internal, professional, media, grocery and consumer channels with the aim of driving product awareness, usage and recommendation and conversion from other paste brands.

solution

td developed and executed a multi-channel campaign to promote Pro-Health to all target markets including:

Internal Deployment

td developed a range of launch collateral to excite, engage and educate internal Procter & Gamble employees about Pro-Health toothpaste. These included inspirational hype-reels, giant product replicas, product demonstrations and seminars.

Professional Personal Trial Kit

td designed a premium Oral-B Personal Trial Kit that included two Pro-Health toothpaste tubes and scientific collateral (brochure and insert) housed in a premium embossed tin. Kits were distributed to all Dental Professionals, Australia-wide.

Media & Industry Professional Key Opinion Leader (KOL) Symposium

A selection of oral health KOL’s and Media were flown into Melbourne to attend an exclusive Pro-Health toothpaste pre-launch symposium. td managed the symposium logistics including; RSVP portal, flights, transfers, accommodation, demonstration room with interactive testing demonstrations, product sampling, theming and information videos.

Grocery Launch

A Pro-Health sampling campaign was activated at Woolworths head office to engage all staff and gain retail buy-in.
td executed an on-site dental clinic providing Woolworths head office staff with free dental check-ups and Pro-Health paste education and samples.

Patient Sampling

To encourage consumer trial, TD developed a patient sampling program to convert patients from competitor toothpaste brands. TD designed and produced a 3D semi-permanent display unit housing mini Pro-Health samples and supporting collateral. The uniquely designed unit was distributed Australia-wide to gain cut through in dental practices.

results

  • Dental Professional usage and recommendation figures exceeded forecast.
  • Initiated retail channel buy-in.
  • Over 5 million patient samples have been distributed nationally and continue to be requested by Practices.
  • Voted product of the year – Consumer Survey Product Innovation 2014.