The Background: Most consumers don’t see the value in purchasing an electronic toothbrush when their old fashioned manual toothbrush works just fine

The Product: A premium product, Philips Sonicare is an electronic toothbrush using high-frequency, high-amplitude sonic vibrations to provides a gentler, more effective clean than a traditional toothbrush

The Insight: Majority of people will only consider switching their toothbrush when making a big life change, that can range from getting in a new relationship, moving apartments or starting a new job. Working with comedy star Kate McKinnon we created Susan Toothbrush, a quirky Sonicare ambassador, busting into people’s homes convincing them to stop brushing like its the middle ages, and to make the Sonicare Switch.