Philips Oral Healthcare Launches New Ad Campaign for the Sonicare� Toothbrush
Snoqualmie, Wash., (October 1, 2001) - With consumer demand for premium power toothbrushes at an all-time high, Philips Oral Healthcare, maker of the Sonicare� toothbrush, today launches a multi-million dollar national advertising campaign in time for the holiday season.
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Developed through the combined creative talents of D'Arcy Los Angeles and London, the campaign features a new 30-second television spot that will break today on network and cable television stations and run throughout the end of this year.� The first "prime time" spot will air during The Tonight Show this evening at 11:30 p.m. (Pacific).
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The new spot features a powerful video demonstration of Sonicare's unique fluid dynamics, and its 28-day guarantee for healthier, whiter teeth.� It also signals a new positioning for Sonicare, the premium brand in the power toothbrush category.� Sonicare has sold more than 10 million units worldwide to date.
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"The power toothbrush category is very hot right now," said Jack Gallagher, president and chief operating officer of Philips Oral Healthcare.� "It's outpacing all other oral health sub-categories with a 50% dollar sales increase in 2000 versus 1999 (source: IRI 52 week, Dec. 2000).� Philips has a real opportunity to drive the power toothbrush category with this new consumer campaign that simply and clearly communicates Sonicare's patented technology.� The highly stylized work D'Arcy created for us will deliver Sonicare's story to consumers in a very unique and impactful way that supports its premium brand image."
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"The combination of the scientific images, dramatic footage of water, and the electro-ambient audio track really captures the essence of the Sonicare brand - breakthrough technology in teeth cleaning," says D'Arcy's executive creative director, Terry Balagia.
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D'Arcy Masius Benton & Bowles (www.darcyww.com) is one of the world's leading communications companies building brands for clients like Capital One, The Coca-Cola Company, Ernst & Young, General Motors, M&M Mars, Pfizer and Sprint.� D'Arcy also represents other Philips divisions around the world, including Domestic Appliances and Personal Care (DAP), Medical Systems, and Lighting.� D'Arcy's talented team of 6300, working in 131 offices across 75 countries, is bound together by a passion for creativity and leadership in all forms.� With 2000 billings of $6.7 billion, D'Arcy is ranked among the largest communications companies in the world.� D'Arcy is a member of the Bcom3 Group (www.bcom3group.com).
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For further information please contact:
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Heather Nevesky�Manning Selvage & Lee
(323) 866-6077�
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Scott Anderholt
D'Arcy Los Angeles
(323) 658-4130
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