Philips Sonicare
Client:
Philips Sonicare Global Marcom & North American (NA) Marketing
Roles:
Lead Designer + Art Director — alongside creative team
Project Overview:
Our role was to contribute to the objective of being Most Often Recommended (MOR). From data it shows MOR is one the biggest contributor to consumer purchases and brand preferences as DP recommendation is very often a trigger to evaluate a new (electric) toothbrush. These projects specifically focused on the areas of technology that made our proposition so unique and innovative to deliver on consumer benefits
How do we give our sales representatives the tools to explain this story to dental professionals and do we equip the dental professionals to explain this to their patients.
Design Approach:
To make Sonicare the most recommended and most understood power toothbrush by amplifying its innovation story and empowering those who recommend it most — dental professionals. Launch a global-ready, fully integrated campaign system — adaptable for digital, print, in-office, and rep-based communication.
Key Deliverables:
Global Campaign Toolkit: Core visuals, copy, messaging pillars, and creative guidelines.
Sales Enablement Package: Interactive decks, explainer animations, training videos for rep use with DPs.
Digital Launch Assets: Web banners, campaign landing pages, and social toolkits for global markets.
In-Office Tools: Premium leave-behinds, educational cards for DPs, interactive displays.
Impact:
In the rechargeable power toothbrush segment, Sonicare far surpassed all other brands with 64% market share.
Concept 1
Sonic boom.
What is currently known as the “Dynamic Cleaning Fluid Action” – frequency and amplitude of the Sonicare toothbrush creates a vibration/movement of the bristles (31,000 times per minute) that gently drives fluid between teeth and along the gum line while the natural brush strokes gently and effectively remove plaque. Rotating technology, like Oral-B brushes, simply does not support this gentle method of plaque removal. Philips is known for being an innovation leader. Need to leverage and build on this legacy. Every Sonicare toothbrush is “packed with superior, cutting edge technology.”
Concept 2
Driven by Dental Professionals.
Data shows that Most often Recommended (MOR) is one the biggest contributors to consumer purchases and brand preferences. DP recommendation is very often a trigger to evaluate a new (power) toothbrush. This project will specifically focus on the areas of technology that make the Sonicare proposition the most unique and innovative. We wanted to capitalize on this and take a very sophisticated ‘Apple like’ approach to the design here. Showing perfectly lit product and revealing the inner working of the technology on a grand stage.
