The Challenge(s)
Philips | Sonicare established a strategic alliance with P&G | Crest. Now what? We needed to build the team and focus on bringing to market the first-of-its-kind integrated power toothbrush that could replace flossing (well maybe).
This partnership with a leading FMCG organization was a first for Philips’ Oral Healthcare division, hence we had to develop new ways of working, refine our stakeholder alignment processes, co-branding standards, clinical development programs, etc. A huge, yet enlightening undertaking…
The Result
Over the course of 18 months, I co-lead the alliance team with a counterpart at P&G to successfully bring the Sonicare | Crest Intelliclean System to the market to rave reviews from media, consumers and dental professionals.
We managed through many challenges in design, brand, clinical trials, production, and advertising, yet with focus on the customer and winning in market we persevered to deliver oral care innovation to the world.
My involvement crossed over many areas, most notably:
- Successfully leading a 7 member cross-functional team (e.g., Market Research, Product Management, Marketing, Design, Engineering and Sales)
- Strategic marketing development: value proposition, efficacy targets, co-branding standards, launch planning, advertising development, and front-end retailer pitching (e.g., Amazon, Costco, Walmart, Target, Walgreens)
- Management of alliance’s $65M A&P budget
- Development of Product Profile strategically used to engage regional marketing and sales offices on new products: productprofileintellicleansystem-final04-14-04
- Creative development and media planning for “One step closer to flossing” ad
PS – I you get a chance ask me about the Today Show and Anne Curry. Classic!
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