oral-b pro-health professional product launch

launch campaign 


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


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.


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.


  • 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.