Spinbrush was looking to a completely new marketing campaign that coincided with a refresh to their product features. One of the biggest challenges for Spinbrush was its name – it was synonymous with the electric toothbrush category. It didn’t have the brand power like other brands such as Kleenex, Band-Aid and others that are represented leadership in their category.

Spitball’s deep dive into the category included market research and consumer focus groups to define the overarching brand strategy and tone. The team also spent a lot more time brushing our teeth with various brushes to get first-hand research. The result was insights around the brand’s unique selling proposition. Compared to generic manual brush and typical electric brushes, Spinbrush’s scrubbing and spinning brush head was truly unique in the space. Despite their past campaigns, spinning wasn’t everything. This led us to focus on the true power of Dual Action.

Most people don’t spend a lot of thought on brushing their teeth. They feel its a twice-a-day chore. Our spot needed to break through to change behaviors while driving home the brand name. The creative strategy was to get people not to skip the ad by making every second visually engaging to grab their attention to drive home the unique brush features. We also went head-to-head against inferior brushes which brought together the unique aspect of the dual action brush head.

Spitball didn’t turn it off after one spot. We looked to maximize the budget while creating unique assets for specific channels and asset needs. Specific 6 second spots were created for both digital and social uses that spoke to specific product features. E-commerce assets were created to reinforce the unique product and drive purchase intent.