Cannes Lions

Oral-B Clic

PROCTER & GAMBLE SERVICE GMBH, Frankfurt / ORAL B / 2020

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Overview

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Credits

Overview

Background

Oral-B Clic is not just another manual toothbrush - Clic redefines a seemingly unremarkable category - that is used daily by billions of people on this planet.

Clic introduces a new generation of toothbrushes that innovate on the triad Design, Performance and Sustainability.

With its unique and precise ClicFit interface, we liberated the manual toothbrush from its image of a disposable commodity to an attractive sustainable system: Keep the long-lasting handle and only exchange the brush head.

The new product line is unified by an iconic Design – a clear, minimalistic geometry combined with refined details and high-end materials & finishes. Clic features a well-balanced handle that is a pleasure to hold and comfortable to use while also keeping the brush head always upright on the bathroom counter. It magnetically attracts to the companioned wall holder, always within reach and gracefully presented in bathroom interiors.

Idea

For people who value beautiful objects.

For people who look for best manual brush performance.

For people who care about resourceful consumption.

Fueled by the accelerated demand for eco friendliness, Clic reveals that a sustainable solution can be elegant at the same time. Now you take care of your personal Oral Health AND the planet’s health – without compromise.

We overcame the paradigm that manual toothbrushes are a cheap throwaway commodity. And transformed it into a premium and delightful product experience.

Execution

Oral-B Clic is characterized by an iconic design – a pure sophisticated form with refined details realized in long-lasting quality. The material, colors & finishes are carefully selected to provide exceptional aesthetics and a holistic premium experience.

The ClicFit connector with its durable metal ball represents the heart of the system. Executed with high precision, the brush head snaps onto the handle with a beautiful haptic feel & sound.

The well-balanced handle is delightful to use everyday. It is made from a proprietary mineral compound that feels cool to touch, is dense in weight, and entertains magnetic properties. The Clic brush magnetically attracts to the companioned wall holder, always within reach and gracefully presented in bathroom interiors.

With patented brush head innovations, Clic is the best performing manual toothbrush in market. The replaceable brush heads use minimal amount of food-grade material (hollow inside). Designed and engineered in Germany.

Outcome

Oral-B Clic impacts wellbeing and healthiness on multiple levels: With a cleaner look, cleaner teeth and a cleaner planet.

This pivotal new product line strengthens the brand mission and embodies P&G’s Ambition 2030 goals. We believe the world will be a better place when people are healthier, the environment is well-protected, and the quality of life improves for everybody.

We did overcome the paradigm that manual toothbrushes are a cheap throwaway commodity and transform into a premium and delightful product experience.

Since the launch in 2020, the NA sales have significantly outperformed the expectations. Clic has created widespread consumer excitement - beyond the Millennials target group.

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