Global oral care brand Oral-B has teamed up with local singer Terence Lam to launch a product campaign featuring its new mouthwash, enabling consumers to enjoy a professional holistic oral care routine.
In light of the heighted awareness for oral hygiene, Oral-B is introducing two new variants of mouthwash to enable consumers to defend against oral bacteria. This campaign highlights the flagship Oral-B iO Electric Toothbrush, which is said to be capable of removing 99.8% plague, and the new mouthwash could be used to protect against 99.9% common oral bacteria.
The video ad features Lam as a toothbrush expert, introducing the newly launched toothbrush and mouthwash, which could offer professional and detailed tooth brushing capabilities, while other individuals still struggle with their original non-electronic toothbrushes.
In terms of mediums of promotion, TV commercials and more creative assets will be rolled out on citywide out-of-home, digital, social space together with offline retail level exposure to boost awareness. Besides celebrity endorsement, the campaign aims to hook its audience with a complete Oral-care regimen.
“We are delighted to be the agency behind this campaign, to solidify the megabrand positioning for Oral-B. When we try to imagine the brand as a human, he will definitely be a professional, reliable yet low profile and approachable guy. And that’s why we think Terence Lam is the best choice! Lam precisely expressed the desired image, which is perfectly synchronised with the brand. At the post-pandemic situation, it is beyond doubt that consumers continue to look for a premium stay-home lifestyle. With the additional of new rinse of Oral-B, it educates mass public a new oral-care regiment, with e-Toothbrush iO™ and rinse to enjoy the ultimate clearance experience at home!” said Joe Ng, creative partner of MORE PR/frengers communications.
As part of the Procter & Gamble company, Oral-B includes manual and electric toothbrushes for children and adults, oral irrigators and interdental products, such as dental floss. P&G HK serves consumers with trusted, quality, leadership brands, including Ariel, Crest, Febreze, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II, Tide, Vicks, and Whisper.
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