Oral-B ‘Rob the Dentist’

Testing determined that this ad from Oral B evoked strong memories of the iconic ‘Rob the Dentist' campaign.

Key findingsoralB-CB-article

  • The creative was received positively by respondents, achieving strong scores for diagnostics such as ‘Catches my eye’ and ‘Makes it easy to see what’s on offer’.
  • Verbatims showed a highly positive connection to ‘Rob the Dentist’.
  • The ad achieved very significant scores for generating brand extension off the back of the long term TV strategy.
  • As a result, purchase intention demonstrated via ActionMap were higher than the norms with respondents especially committing to ‘Remember for later’ which is a key benefit for long term brand salience.
  • This ad is a good example of a challenger brand in the Oral Care category, playing to its brand strengths and increasing relevance in a newspaper media environment.


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