A short ad of a toothbrush is well known in Germany and reached cult status in the nineties. Many people still remember it – for good reason. The ad is simple and effective. Effective because it reaches consumers and because it contributed to a significant increase in market share and sales in its heyday. And we are talking about a product here that couldn´t be any simpler. Remarkably, it is also the type of product that has 100% market penetration – everybody already has a personal toothbrush.
The key message is that the toothbrush has a flexible head that adapts to your tender gums, symbolized by the tomato (think red flesh in either case…), and therefore won´t hurt them.
And this simple message does all the magic.
See the 22 sec video for yourself (translation at bottom of page):
Dr. Best – Cult Commercial
Many companies try to innovate and invent new products, new features, with all the bells and whistles. You know the effect this can have. You buy a new product, let´s say a digital camera. Turns out you need to study the manual for at least three hours to even begin to understand the most important functions. And all you wanted is to take snapshots during the upcoming family weekend getaway.
The problem with many innovations is that they lose sight of what people really want. Developments are frequently driven by technology and the idea that a product is superior to the one that the competition offers when it has more features. Strangely, what the target group really demands is often not the primary concern – which usually boils down to simple and tangible benefits and a perceived usefulness (as I write this, I am thinking of the 90% of features in Microsoft Word that I never use – sure enough, they were intended to be useful but I do not necessarily perceive them to be useful).
The flexible head is a low-tech innovation. Actually, there is not much tech to it at all. It is basically just a flexible piece of plastic.
Whether an ordinary toothbrush hurts your gums I guess depends on the brushing technique. I have used all kinds of toothbrushes and suppose it has to do with the pressure one exerts. I am not sure – never thought about it much. Fortunately, my gums are just fine.
What I am sure about is that the Dr. Best example represents excellent advertising. Based on market research, it addresses a key consumer concern: protect the tender gums. Out of that insight comes a great ad: Short, simple, effective, with a clear positioning, a clear benefit (perceived or real), and a memorable slogan. A real game changer.
Think about the product or service you sell – can you boil it down to something that simple and compelling, too? Something that truly addresses the top concern of your customers?
If you do not speak German, here is the transcript of the ad in English:
“I am Prof. Dr. Best.
A rigid toothbrush can irritate the gums, even hurt them.
That´s why there is now the new Dr. Best plus, with a flexible head.
When the pressure is too strong, the brush head adapts itself. This way your gums won’t be hurt.
Dr. Best plus –
The smarter toothbrush gives in.
Dr. Best plus.”
PS:
An added detail of this ad is the repeated use of the ‘plus’ attribute, suggesting that it is a better toothbrush than ordinary ones. Consciously or unconsciously, consumers remember that there is something ‘plus’ about this product.
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