Oral-B: B Happy
Making a healthier smile a reason to smile.______________________________________
360° Shopper Marketing Concept
Role: Concept, Creative Direction, Art Direction, Copywriting, Client Presentation
360° Shopper Marketing Concept
Role: Concept, Creative Direction, Art Direction, Copywriting, Client Presentation
How do you make oral hygiene more engaging? Give people a reason to smile.
The B Happy campaign was a 360° shopper-marketing concept for Oral-B that used humor to make the brand more relatable. The idea extended across retail and social media, creating opportunities to connect with consumers beyond the toothpaste aisle.
How do you make oral care more engaging, memorable and motivating at the point of purchase?
Give people a reason to smile, and a compelling reason to choose Oral-B.
B Happy. B Smart. B Healthy.
Three universal aspirations. Three unforgettable characters. One brand that can help bring them together.
Using exaggerated expressions, playful headlines and a healthy dose of humor, the campaign connected the benefits of oral care with the things people want to feel: happy, confident and healthy.
The joke gets your attention. The smile makes the connection.
Each execution paired its headline with a character whose smile told the story, a playful line connecting the situation to Oral-B and a product display that brought the brand into focus.
A QR code offering $5 off Oral-B products at retail gave consumers an immediate incentive to take the next step.
The idea also extended into social media, creating additional opportunities to engage consumers beyond the retail aisle.
The Opportunity
Make Oral-B more engaging at the point of purchase, turn a familiar category into a memorable brand experience and give consumers an immediate reason to act.
The B Happy campaign was a 360° shopper-marketing concept for Oral-B that used humor to make the brand more relatable. The idea extended across retail and social media, creating opportunities to connect with consumers beyond the toothpaste aisle.
The Challenge
How do you make oral care more engaging, memorable and motivating at the point of purchase?
Give people a reason to smile, and a compelling reason to choose Oral-B.
The Creative Idea
B Happy. B Smart. B Healthy.
Three universal aspirations. Three unforgettable characters. One brand that can help bring them together.
Using exaggerated expressions, playful headlines and a healthy dose of humor, the campaign connected the benefits of oral care with the things people want to feel: happy, confident and healthy.
The joke gets your attention. The smile makes the connection.
Bringing the Idea to Life
Each execution paired its headline with a character whose smile told the story, a playful line connecting the situation to Oral-B and a product display that brought the brand into focus.
A QR code offering $5 off Oral-B products at retail gave consumers an immediate incentive to take the next step.
The idea also extended into social media, creating additional opportunities to engage consumers beyond the retail aisle.
The Opportunity
Make Oral-B more engaging at the point of purchase, turn a familiar category into a memorable brand experience and give consumers an immediate reason to act.