Doner Cardwell Hawkins has won the £2m campaign for the first major toothbrush launch from oral care company Wisdom Toothbrushes in more than five years.
The television and print advertising campaign will break in September and support the launch of the Wisdom Click toothbrush, which boasts a handle that clicks out of place when brushed too powerfully.
The campaign shows a person in a social environment who is “pushing” too hard. This is the first work to be produced by Doner Cardwell Hawkins for the company. Wisdom used defunct Publicis agency SCA for its last ad campaign in the late Nineties. Media duties for the company are handled by BrandConnection.
The toothbrush will be launched with endorsements from dental hospitals in the UK and Scandinavia. Wisdom sales and marketing director Steve Larder says that four out of five people brush too hard and damage their gums. He adds: “People actually learn to brush properly with this toothbrush.”
Wisdom Toothbrushes was established over 220 years ago by household goods maker Addis, but was sold in 1996 to Norwegian oral care company Jordan. The company’s market share has fallen dramatically since its heyday in the early Nineties when it led the market.