BRAND POSITIONING PLATFORM
A new vision of oral care positions Oral-B as an integral part of family, health and happiness.
 

VISUAL POSITIONING
Clean, fresh and refreshing.
 

ORAL-B CROSS ACTION
The new global brand identity.
 

LINE EXTENSIONS IN EMERGING MARKETS
Above shows the new packaging in contrast to the old stodgy identity.
 

CATEGORY LEADERSHIP
Oral-B packaging created a "sea" of blue at retail and stood out in a chaotic category.
 

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