Oral-B is a leading international oral-hygiene brand renowned for its toothbrushes, toothpastes, floss, and mouthwashes. Founded in 1950 by California dentist Dr. Robert W. Hutson (who invented the original “Hutson toothbrush”), the brand has grown into a worldwide oral-care powerhouse. Today Oral-B products are sold in roughly 150–170 countries, reflecting Procter & Gamble’s (P&G) global distribution network and marketing reach. The company emphasizes innovation – from manual brushes to high-tech electric models – and frames Oral-B as “the brand more dentists use themselves worldwide” (even if unofficially), underlining its professional credibility.
Over the decades, Oral-B has expanded from Dr. Hutson’s original nylon-bristle brush into a full oral-care portfolio. The range now includes manual and electric toothbrushes (for kids and adults), toothpastes (including whitening lines), dental floss, interdental cleaners and mouth rinses. Many of its products highlight patented features (for example, the CrossAction brush head with crisscrossed bristles, or the Genius X smart toothbrush with AI feedback). Innovation is a core part of Oral-B’s image: the iO electric series, launched in 2020, boasted a “linear magnetic drive system” and smart pressure sensors, reflecting years of R&D in partnership with dental experts. In fact, Oral-B underscores its scientific backing – for instance, noting that the iO toothbrush earned the American Dental Association’s Seal of Acceptance after six years of development with dental professionals.
Since P&G acquired Gillette (Oral-B’s former parent) in 2005, Oral-B has been marketed alongside Crest under P&G’s Pro-Health umbrella. Today the brand claims a leadership position: for example, P&G describes Oral-B as “the worldwide leader in the over $5 billion brushing market,” reflecting its dominant share of toothbrush sales. This positioning is reinforced by endorsements, packaging claims and “#1 recommended” messaging. In many markets, Oral-B marketing emphasizes that it is the dentists’ choice. The brand often displays messages (e.g. on its website or ads) like “Trust the brand more dentists use themselves worldwide.” Although exact figures vary, Oral-B routinely promotes dentist recommendations and the ADA seal of approval as evidence of its professional credibility
Marketing Strategies of Oral-B
1) Data-Driven Mobile & Digital Campaigns
Oral-B heavily leverages targeted digital advertising. For example, in 2021 the launch of the flagship iO Series electric toothbrush in Australia was backed by a “layered, hyper-targeted mobile-first campaign”. The brand identified three key consumer “tribes” (tech early adopters, luxury health-beauty shoppers, and oral-care enthusiasts) and used precise interest-based targeting on Facebook and Instagram to reach them. A pre-launch waitlist campaign collected over 30,000 sign-ups to build rich first-party audiences.
Oral-B’s approach followed a “catch, connect and close” funnel model: first catching attention via PR, influencer placements and high-energy digital ads to drive awareness, then connecting by serving interactive mobile-friendly experiences that educated users on the brush’s smart features, and finally closing by retargeting engaged audiences with urgency-driven creative.
Throughout the campaign, Oral-B optimized ads and audiences in real time based on CTR and engagement. The iO campaign’s objectives were explicit: driving “premiumisation” of the category and getting consumers to trade up to the iO, with success measured by sales units and conversions.
On a broader scale, Oral-B routinely integrates rich media and data analytics in its digital strategy. It runs PR and influencer outreach in tandem with programmatic ads, and uses metrics like CTR and conversions as key KPIs. Its heavy focus on mobile and online channels allows the brand to tailor creative formats to each stage of the customer journey – from video ads and social posts to immersive Instant-Experience ads. These digital initiatives have become a staple of Oral-B’s strategy to stay current with consumer media habits and to educate shoppers about new products.
2) Social Media Engagement and Content Campaigns
Oral-B creates emotionally engaging social campaigns to connect with consumers. A notable example is the 2018 “Power of a Smile” campaign, which invited users to share stories and images of how a smile brings positivity to their lives. This campaign used videos and interactive social posts to highlight joyful personal moments, encouraging user-generated content with a positive spin. It successfully “engaged users emotionally”, reinforcing Oral-B’s image as a brand that celebrates confidence and oral health.
The brand also masters interactive, user-driven campaigns. In India, the #AskMadhuriWithOralB campaign (2015) exemplified this approach. Fans were invited to tweet questions to Bollywood star Madhuri Dixit using the hashtag #AskMadhuriWithOralB. Madhuri then answered a selection of fan questions in video responses released on YouTube. The campaign “saw good participation from fans with thousands of questions from fans in India & abroad” and involved real-time engagement by the brand’s social media team. The initiative generated significant buzz, with thousands of tweets and video views, boosting online brand visibility.
In general, Oral-B maintains an active presence on platforms like Facebook, Instagram, YouTube and Twitter, sharing oral health tips, product information and user stories. By encouraging users to post about their own brushing experiences or transformations, the brand amplifies word-of-mouth and creates community around positive oral care habits. These social media efforts tie back to its core mission: promoting strong oral hygiene through friendly, shareable content.
3) Celebrity and Influencer Endorsements
A cornerstone of Oral-B’s marketing is its use of high-profile personalities as brand ambassadors. The brand has repeatedly partnered with global and local celebrities to humanize and popularize oral care. For instance, in 2013 P&G announced singer Shakira as the exclusive global spokesperson for the Crest 3D White/Oral-B collection. Shakira appeared in print, TV, PR and online ads worldwide to launch new whitening products, leveraging her international star power to reach millions.
Similarly, Oral-B has allied itself with top athletes. In the UK, Sir Mo Farah – an Olympic distance-running champion – headlined the 2021 “#BrushLikeAProWithMo” TV campaign. The ads show an athlete improving his health by taking oral care seriously. (Farah’s own history of a severe tooth infection added credibility to the message.) The campaign’s goal was to “inspire people to adopt better oral care habits” across families. By featuring a beloved sports figure, Oral-B linked the idea of peak performance and discipline to daily brushing routines.
Oral-B also tailors celebrity choices to local markets. In India, it has tapped Bollywood and cricket icons. For example, actress Madhuri Dixit has served as a national ambassador, even participating in digital stunts like #AskMadhuri (as noted above). In 2024, Oral-B India rolled out its CrissCross toothbrush line with none other than cricket legend Rohit Sharma as the face of the campaign. The ads cleverly play off Rohit’s “hitman” image, likening his cricket sixes to the brush’s power to “knock germs out of the park”. These partnerships with regional heroes underscore Oral-B’s “unwavering commitment” to reaching consumers through relatable national icons.
Each of these celebrity tie-ins – from pop stars to sports champions – helps Oral-B gain media attention and trust. Endorsers appear in TV commercials, billboards and online media, often aligning their own story (health, performance, or beauty) with the importance of good oral hygiene. This strategy drives recall (“my favorite athlete uses Oral-B”) and leverages the reach and credibility of influencers to amplify product messages.
4) Creative and Humorous Advertising
Oral-B’s campaigns often use creative storytelling and humor to make an impact. A striking example comes from its Latin American advertising. In 2014, Oral-B (with agency DDB Colombia) launched the “Awkward Moments” campaign to promote dental floss. The idea was to dramatize embarrassing scenarios – such as having food stuck between your teeth at an intimate moment – to highlight why flossing is important. The campaign included print ads and even interactive postcards; in one ads a grinning granny unexpectedly interrupts a romantic scene to reveal food on someone’s teeth, for instance. As the agency explained, the concept used Oral-B floss to “eliminate any intruder of our private life” – i.e., the piece of food – thereby preventing those humiliating revelations.
This approach of using humor and surprise helps Oral-B stand out in a crowded market. The “Awkward Moments” prints and videos went viral online, garnering shares and buzz about the brand. It clearly communicated Oral-B Floss’s effectiveness in a memorable way. DDB Colombia repeated the technique with a 2015 print campaign called “Abduction,” which depicted yet another bizarre scenario only Oral-B could solve.
In addition to Latin America, Oral-B uses creative ads worldwide. Its marketing mix includes TV commercials (often story-driven), print and outdoor ads with bold visuals, and interactive digital content. These campaigns frequently incorporate a twist or emotional hook to make oral hygiene relatable. For example, some past commercials have featured ordinary people gaining confidence after improving their smiles. By balancing education with entertainment, Oral-B’s advertising both informs and engages consumers, reinforcing key messages (like the importance of brushing and flossing) in an enjoyable way.
5) Technology and Premium Product Marketing
Oral-B’s product innovation underpins much of its marketing narrative. The brand continually emphasizes new technology to justify premium positioning. For instance, it markets its iO Series electric toothbrushes as premium “flagship” models. The iO Series 9, launched globally in 2020–21, was promoted for its advanced features: a linear magnetic drive system, smart pressure sensors, an OLED display with custom modes, and AI tracking via the Oral-B smartphone app. Marketing materials highlighted these details, framing iO as the “reimagined” brushing experience. At launch in Australia, the iO9’s high price (around $749 AUD) was explicitly part of the strategy to get users to trade up to Oral-B’s most advanced line.
Similarly, Oral-B has pushed its electronic toothbrushes in tech-savvy ways. In 2019 it introduced the Genius X brush: an AI-powered device that uses pattern recognition to coach users on proper brushing in real time, via connected apps. It even offered kid-friendly extensions, like the Disney Magic-Timer app, which turns brushing into a game with cartoon characters. By aligning its products with the Internet-of-Things trend, Oral-B stays relevant to consumers who value smart, connected gadgets.
Behind these features, Oral-B’s messaging consistently positions its electric toothbrushes as cutting-edge solutions. Campaigns often highlight data or “First-of-its-kind” claims to differentiate the products. For example, P&G has debuted new Oral-B technology at big tech events like Mobile World Congress, to generate press and credibility. The combination of innovative product design and tech-oriented branding lets Oral-B command premium prices and be seen as a leader rather than a commodity. (Oral-B internally follows a skimming pricing policy for its novel items, later adjusting down as competition increases.)
In short, technical innovation is a core part of Oral-B’s marketing: it creates consumer excitement, feeds advertising narratives, and justifies the brand’s higher-end pricing and aspirational positioning.
6) Inclusivity and Social Responsibility Initiatives
Beyond product ads, Oral-B invests in socially responsible campaigns tied to oral health. A recent major initiative is the “Big Rethink” campaign, launched in 2023 with the International Association for Disability and Oral Health (iADH). This Europe-wide project was sparked by research showing that a third of people with disabilities face gum disease issues because they lack guidance on brushing, and nearly half had never been taught oral care basics. In response, Oral-B positioned itself as a champion of inclusion: its senior leaders stated that everyone “deserves an equitable oral care experience,” and pledged to make brushing more accessible for those with visible or invisible disabilities.
The Big Rethink effort has multiple components. It funds a training program called “Positive Practices” to teach dental professionals how to better serve patients with special needs (including staff webinars and clinic accessibility improvements). It also launched an online content hub with practical advice for disabled individuals and their caregivers (e.g. tips for brushing with limited dexterity). The campaign is promoted through digital media and professional channels, signaling Oral-B’s commitment to public health. This cause-driven marketing not only supports an important social issue but also boosts the brand’s image as compassionate and forward-thinking.
In other regions, Oral-B similarly aligns with health and education causes. It often partners with dental associations for awareness months, donates products or support for community health programs, and offers oral hygiene education resources on its websites and social pages. By integrating these initiatives into its broader marketing narrative, Oral-B strengthens trust in the brand and highlights its role as more than just a commercial company – a partner in people’s health.
7) Event Sponsorships and Global Partnerships
Oral-B’s marketing extends into major event sponsorships and retailer partnerships, particularly via its connection to P&G’s global promotions. Notably, Oral-B was the Official Oral Care Partner of the 2024 Olympic and Paralympic Games in Paris. It rolled out an “Everyday Champions” campaign for Paris 2024, including an Olympic-themed tagline “Brush Like a Champion” to tie its products to the spirit of athletes. Promotional ads around the Games highlighted Oral-B’s high-performance brushes, and in-store displays across Europe emphasized the connection between elite athletic health and everyday oral care.
During the Olympics, P&G set up an Oral-B-branded dental clinic in the Athletes’ Village. Athletes and staff could visit this clinic for check-ups and to receive high-performance Oral-B toothbrushes and toothpaste with guidance on oral health. Oral-B products were also included in the “Everyday Champions” welcome kits given to all competing athletes. These tactics put Oral-B directly in the media spotlight around the world, linking the brand with athletic excellence and prestige.
Away from sports, Oral-B leverages partnerships with retailers for seasonal and health-oriented activations. For example, around global Oral Health Day (March 20) and other occasions, it offers in-store promotions, bundled kits, and displays to drive sales. Online, it collaborates with e-commerce platforms for special offers and featured placement. In sum, by participating in high-profile events like the Olympics and coordinating with retailers on campaign tie-ins, Oral-B ensures broad, positive exposure and reinforces its image as a top-tier oral care brand worldwide.
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