• by Les Luchter , September 26, 2022

 

Seeking to get brushers and flossers to add Waterpik-ing to their oral care routines, the Church & Dwight brand has launched a “Share the Obsession” campaign on multiple TV platforms: network, cable, connected and over-the-top, with specific outlets including, HGTV, Hallmark and AMC.

The campaign is the first for Waterpik from creative agency 31,000 FT, with media handled by five-year Waterpik veterans Icon Media Direct.

"We want to compel people, in a charming way, to understand that Waterpik is on a mission to improve oral health for everyone," stated Charisse Winecki, Waterpik’s head of oral health marketing, in a press statement.

So spots – which come in :30, :15, :10, and :06 versions – feature short vignettes of  folks providing perhaps TMI (too much information) about their Waterpik experiences to friends, family and even complete strangers.

In an instance of the latter, a woman on a park bench announces to another woman, “The things I’ve see wash out in my sink!” In response, the stranger inserts headphones into her ears.

Another woman tries to show her young son the benefits of Waterpik by pointing out how “it cleans way back here.”

"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,” said Waterpik’s general manager Bart Prins in announcing the campaign. “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.”

Future Market Insights (FMI) has estimated the global water flosser market at $1.02 billion this year, with an expected growth of 6.8% annually, to $1.42 billion in 2027. The water flosser market represents 2.1% of all oral care sales, the firm said.

‘One of the unique benefits of using water flossers is that they provide instant cleanliness and remove of bits of food and plague, which is very hard to achieve with the help of conventional toothbrushes,” said FMI, with “increased tobacco product consumption and rising cases of oral and dental problems expected to drive the market growth over the forecast period.”

FMI did note that due to the pandemic, more than half of people “were not flossing at all because their dental hygiene habits and routines were severely skewed….However, the current scenario and unpredictable occurrences has increased the demand for personal care and hygiene products among consumers. As a result, there has been a significant increase in the consumption of such items for oral hygiene purposes.”

 

Other players in the water flosser market include Procter & Gamble’s Oral-B, Philips Sonicare and Smile Direct Club.

 

 

 

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