Challenge

• Drive awareness and purchase interest in Sonicare’s new, highly advanced power toothbrush: Sonicare Elite
• Engage and educate consumers with relevant product information
• Build fully integrated, cohesive campaign from awareness advertising to on-shelf presence

Key Initiatives

Public Relations

• Deskside Briefing Tour – Establish meetings with key editors of top-30 long-lead magazines
• Editorial Content – prepackaged news stories for distribution to short-lead media
• Net Effect: 150M Impressions

Point of Sale Leadership

Objectives:

• Maximize shelf impact / new from Sonicare
• Premium positioning
• Communicate Elite is different/better

Loyalty Trade-up Programs (CRM)

Objective:  Inform 8M Sonicare users of new product and drive upgrade with special offer

Achievements:

• 1.2M reached by direct mail/email offer
• 2% response to upgrade offer:  100K units  |  >$10M revenue

Advertising Campaign

• Standard :15, :30, :60 second TV ads
• Print advertising in leading lifestyle magazines
• Online search and targeted banner ad campaign
• Budget: $20M
• Reach/Frequency: 95% | 24x | Impressions: 4B

RESULTS

• Breakthrough launch with massive professional / consumer impact
• Unified positioning platform and compelling product proposition
• Premium, synergistic brand materials to support launch
• Garnered 15% sales growth
• Achieved all-time high brand awareness of 42%

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