The best way to connect with children is through entertainment. As Oral-B has no history of providing children’s entertainment, we created the first in market partnership with a non-commercial channel: Playhouse Disney.

Alongside Playhouse Disney we created the Oral B “Do the Brush, Brush, Brush” song featuring bespoke Disney characters. The song was strategically placed twice daily at key brushing times within kids’ favourite programmes and distributed through a DVD, which was attached to New Idea (key weekly magazine) and placed within dental surgeries.The DVD also communicated with mothers by providing a dedicated Oral Care Centre to give advice and answers to frequently asked questions.The campaign was further activated across multiple touchpoints:A 4-page editorial feature in New Idea.On-line via a purpose built Oral-B Stages website.Disney content enriched dental packs.Radio and Newspaper interviews with the Chairman of AAPD who endorsed the campaign.

Sales of Oral-B sky-rocketed with exceptional results for the top of the range Oral-B Stages Power brush:Up 41.8% in $ sales vs a year ago within 4 weeks of launch.

Sustained growth in weeks 5-8 with 36% increase in $ sales vs previous year.Trend set to continue with Oral-B shipments currently tracking at index of 150 vs last year.100% take up by Dentists with demand so high all DVDs were snapped up within weeks of launch.The issue of New Idea that carrying the DVD had record low returns, with many retailers selling out.