Church & Dwight’s Waterpik Water Flosser brand is launching a new campaign targeting oral care enthusiasts who want to “up” their oral care game. Each spot in the campaign begins with the insight that once you experience the benefits of a Waterpik Water Flosser, you just can’t resist telling others about it – whether they want to know or not.
“This campaign is based in a truth we saw over and over again, from our personal experience to consumer research to thousands of online reviews, and that is, when you add a Waterpik Water Flosser to your routine, you become obsessed. You talk about it with your family and friends. You share your experience with total strangers. You just can’t help it,” said Bart Prins, General Manager, Waterpik.
The campaign, directed by Jordan Brady of kaboom productions and edited by Keith James at Republic, features the Waterpik-adoring sharing what they love about their Waterpik Water Flosser with unsuspecting friends, family and in some case, total strangers.
“TMI. That’s the premise of this campaign. Exuberant overshare-ers telling others the most compelling details of using a Waterpik Water Flosser in a delightfully funny way,” said Kristina Blake, Partner, Creative Director at 31,000 FT. “The humor is based in the truth of the product. Which makes the best kind of advertising.”
“We want to compel people, in a charming way, to understand that Waterpik is on a mission to improve oral health for everyone,” said Charisse Winecki, Head of Oral Health Marketing for Waterpik.
“At 31,000 FT we are purpose finders, and bringing the joy of healthy routines to people is a very noble purpose, indeed. Bringing a smile while doing it, well that’s even better,” said Blake.
Keith James, Partner/Senior Editor at Republic, added, “When I saw the boards that Kristina and her team at 31K FT sold in, I knew we would be shipping something that had some good giggles in it. Her concepts always have a simple and honest idea at their core – something that always gives everyone involved in the process a real strong safe space to really play around in and have some fun. Jordan Brady shot the heck out of everything (as he always does – I LOVE working with that guy), and by the time we were done, we had 5 hilarious spots – each one laughy in their own special way.”
The campaign is running on a variety of network, cable, connected and OTT TV.