The Homa Files

Excerpt from Marketing Daily “P&G Eschews TV In Oral-B Pulsonic Intro ” September 12, 2008

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Procter & Gamble is introducing an ultrasonic toothbrush under its Oral-B brand, which includes manual and power toothbrushes for children and adults, oral irrigators, and products like dental floss…

The company will promote with ads and events touting it for its design and performance…Allisa Hammond, a spokesperson for P&G’s Oral Care division, says the marketing campaign for the Pulsonic is “very different than our typical marketing strategy.”

She says the campaign will include digital advertising, public relations, unique, targeted print and in-store displays. But, she says, “we will not be using TV advertising, which is something we normally use in our campaigns. Instead, we wanted to let the design of the toothbrush really stand out, and are relying on influencers such as magazine editors, bloggers, interior fashion designers and unique fashion and design sponsorships to reach this consumer”…

Edit by SAC

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Oral-B was one of the surprising consumer product good brands to make an appearance at New York’s Fashion Week.  As the article goes on to note the product spokesperson is an interior designer from “Extreme Home Makeover” and was a feature in the the Kardashian sisters’ runway show.

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Full article:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=90443

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This entry was posted on October 15, 2008 at 7:10 am and is filed under Internet - Soc Networking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.