Sonicare Makes a Clean Break

Brushes Convention Aside With Goodby’s Tooth Fairy Campaign
SAN FRANCISCO –Goodby, Silverstein & Partners introduces a gruff, no-nonsense tooth fairy in its first campaign for Optiva’s Sonicare toothbrush.
Slated to break on spot TV this week, the campaign is backed with $10 million over a three-month period, making it the company’s most ambitious ad effort to date.
“We want to get attention for our product among people who are serious about their teeth,” said Jane Mueller, director of consumer marketing at the company.