sonic toothbrush

Innovating the Future @ Philips Sonicare

 

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Problem Statement

sonicare-airflossmessageSonicare had been playing in the power toothbrush category for over 12 years, with limited or, let’s be honest, no true innovation.  OK, maybe some feature improvements and UV brush head cleaning lights and such, but nothing major.  I was asked to lead a Six Sigma Black Belt  process improvement project in innovation management as part of a high potential program within Philips Domestic Appliances division.

It was an opportunity to jump headfirst into building our 3-5 year plan for growth in the oral care division and step into entirely new categories for the business.  We needed innovations to win in market and maintain our leadership position, yet we needed a new, insight-driven approach.  I was their guy to make this happen…

 

Program Development 

I had the opportunity to build out a team and process from scratch that ultimately became a Philips model for innovation management.  In overview, I accomplished the following:

  • Worked to disrupt the oral care category with the help of a 6 member cross-functional team consisting of engineering, marketing, clinical studies, product development and finance, plus an external innovation agency, Maddock-Douglas
  • Staked out Sonicare’s 3-5 year product innovation pipeline plan based on leveraging market trends, dental professional insights, ethnographic research and technology mapping
  • Delivered 5 new, fully vetted product propositions that showed high-level purchase intent based on quantitative market research
  • Set a portfolio that was valued at $50M of NPV, plus $3M of R&D efficiency gains
  • Pioneered innovation management process that has been recognized and used across Philips Domestic Appliance as a best-in-class approach

 

In-Market Result

Identified next generation win for Sonicare with the AirFloss.  airfloss

  • A simple concept that played off the insight – consumers don’t floss and hate to floss
  • The idea:  let’s simplify flossing (or eliminate it) with a handheld micro-burst system that is as efficient as flossing without all the hassle
  • An easier way to floss was born – Sonicare AirFloss

Print

Now you know…

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Flexing Product Architecture for Growth

 

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Objectives

Establish an architectural platform for Sonicare to:

  1. Achieve R&D / Operational process and cost efficiency
  2. Provide portfolio flexibility: 3-5 SKUs with clear differentiation
  3. Establish a brush head attachment format that achieves cost-efficiency / simplicity

 

Results
  • Simplified platform with total flexibility up/down line
  • Clear differentiation in featuring from low to high offerings
  • Excellent visualization of trade-up / premium featuring
  • Revised brush head design allows for single head across line and lower cost profile
  • Maintains Sonicare’s premium aesthetic with updated appeal / featuring

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tritoninmarket

 

Insights to Innovation with Sonicare FlexCare 

FlexCare leveraged the new architectural platform for design and cost efficiency, yet pushed the limits to deliver innovative features that were born from consumer insights:

  • Personalized oral care, which grew into the multi-modal care options: Clean, Sensitive, and Massage modes
  • Routine-based brushing options:
    • Go Care – 1min brushing mode for those times you just want to brush-n-go
    • MaxCare – 3min max cleaning in the evening
  • Clean, bacteria-free brush heads, which was the birth of the UV brush head sanitizer

 

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Sonicare Elite: Integrated Launch

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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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