Dentist Rob us back in style for Oral-B Sarah Plaskitt
A TOOTHBRUSH campaign synonymous with the 80s returns to our screens—Rob the Dentist now has an electric toothbrush but in trademark style, we still won’t see the actor’s face.
The original Rob campaign was launched in 1982 by agency McWasp. The ad featured a man in his towel with his back to the camera and a John Laws voice over with the memorable tagline “The toothbrush most dentists use”.
The campaign achieved incredible results, with Oral-B going from less than 10% market share to 24% share in 18 months. The brand rapidly achieved market leadership.
Former partner at McWasp, Hugh Spencer, said that at the time the campaign ran, toothbrushes were a low interest, commodity item.
“Our research found that people just wanted to know which brush was best, and the fact that more dentists used Oral-B toothbrushes was compelling,” Spencer said.
Gillette Oral Care business manager Peter Nathan said there was something about Rob which captured the public’s imagination.
“It could have been the air of mystery about him—or perhaps the muscular back,” Nathan said.
Rob graced the screens for nearly 10 years but since then has been absent from any Oral-B advertising.
Nathan said the company decided to bring Rob back because he was still such a recognisable character “even though it has been a decade since he was on our screens”.
“He gives Oral-B instant recognition and cuts through the clutter.”
Research for the current campaign showed that, even though they were not as exposed to the campaign, 18–25 year olds still had a strong association with Rob.
Rob has even become the subject of comedy routines and the idea was copied in other advertisements. This doesn’t worry Nathan however, who is more than happy for the brand to receive as much publicity as it can.
“Rob is such a friendly figure and because the ad is a bit tongue in cheek, it is easy for people to relate to,” Nathan said.
The electric toothbrush category accounts for about 40% of the toothbrush market in terms of dollar value. Oral-B has an estimated 70% share of the electric toothbrush market.
“Growth this year has been slower than last year because there are fewer manufacturers advertising in the category,” Nathan said.
Nathan said Gillette was spending about $2m on this campaign which is targeting the main grocery buyer—women aged 25–39—where Rob has proved to be a major hit.
