Formulation of a strategy for the introduction of the Sonicare sonic toothbrush onto the Polish and Check markets.
A sonic toothbrush is a very innovative product, while Phillips Sonicare is a pioneer and leader in technology. The CPC Brand Consultants task was to elaborate a common communication strategy for the Polish and Check markets. Thereby, the key challenge was to find a benefit which would be universally appealing for consumers in both these countries.
As a result of the conducted research and analyses, we proposed a common communication strategy for both markets based on the rational benefit of oral health.
For the project we also supervised the work of creative agencies creating communication according to guidelines resulting from the proposed strategy. First communication activity appeared in the second half of 2015.