Thank you for your new Oral-B Pro-Expert toothpaste – the UK launch ad made me smile:
OK, so there’s some classic functional – and extremely convincing – P&G in there…
- The statement of market leadership (Oral-B is the UK’s No.1 toothbrush brand)
- The side-by-side comparison vs. the “Ordinary Toothpaste”
- The checkbox in which the aforementioned ordinary toothpaste significantly underperforms (surprise, surprise)
…But your Pro-Expert sub-brand idea (“lonely toothbrushes”) and execution (in particular the choice of All by myself as the backing track) are inspired and bring a sense of emotional engagement that is all too often lacking from this category.
Functional benefits – check.
Emotional engagement – check.
Classic best practise branding – check.
So it was with a little bit of disappointment that I sat through this:
“This is an advertisement”.
This time it’s just too contrived to be convincing.
I understand what your owners P&G are trying to do with whole Science behind the Beauty thing, and I appreciate that it’s about creating multi-faceted memory structures, but this is just too much.
Any emotional engagement created is wiped out as soon as the men in the white coats start lecturing us.
For me at least.
Having said that, Philip Bellamy did remind me of one of my childhood’s TV stalwarts, David Bellamy, got me wondering whether they were related.
We might not have always understood – or agreed with – what he was saying, but who can not admire such passion?
Anyway, thanks Oral-B…I’ve no doubt that your muscle will ensure that Pro-Expert is a success regardless of how compelling / alienating your communication is – and it’s all about the money after all.