Philips Sonicare partners with comedian Kate McKinnon in new marketing campaign

Rhea-AI Summary

Philips Sonicare, the leading sonic toothbrush brand, has partnered with comedian Kate McKinnon for a new marketing campaign. The series of ads feature McKinnon as Susan Toothbrush, encouraging viewers to upgrade from manual to power toothbrushes. The campaign, called Sonicare Switch, highlights the benefits of Philips Sonicare power toothbrushes, such as the DiamondClean Smart, which removes up to 20X more plaque along the gumline compared to manual brushing.

The ads showcase McKinnon in various scenarios, emphasizing the importance of proper oral care before significant life events. The campaign aligns with Philips' mission to inspire confidence through innovation, promoting clinically-proven oral health benefits. The Philips Sonicare product suite featured in the ads includes the Sonicare 6100, 4100, and DiamondClean Smart 9300 models.

Positive

• Partnership with popular comedian Kate McKinnon may increase brand visibility and appeal
• Campaign highlights superior plaque removal (20X more) of Philips Sonicare compared to manual brushing
• Promotion of multiple Philips Sonicare models may drive sales across product lines

Negative

• None.

Series of ads encourage people to make the Sonicare Switch and upgrade from a manual toothbrush to a power toothbrush from Philips Sonicare

CAMBRIDGE, Mass., Oct. 1, 2024 /PRNewswire/ -- Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in health technology, today announced a partnership with actor and comedian Kate McKinnon on behalf of Philips Sonicare, the number one dental professional recommended sonic toothbrush worldwide. McKinnon, hailed for her comedic performances and character work, stars in a series of ads as Susan Toothbrush, a sophisticated oral healthcare enthusiast whose mission is to help people upgrade their antiquated toothbrushing habits by making the Sonicare Switch.

Philips Sonicare is encouraging viewers to switch from their manual toothbrush and elevate their routine with a power toothbrush, like Philips Sonicare DiamondClean Smart, which removes up to 20X more plaque along the gumline [1] and delivers more brush strokes in two minutes than an entire month of manual brushing. This helps achieve an efficient, exceptional clean and confidence going into the big moments in daily life.

McKinnon stars in a series of advertisements that make audiences confront their lackluster toothbrushing habits. Susan Toothbrush pops in on unassuming brushers ahead of a big move, hosting a party with friends or unwinding for the night. The debut ad features an interview hopeful getting ready for their big meeting, when McKinnon drops in unexpectedly questioning why they're still using an "ancient bristle stick." More information can be found here.

"I'm thrilled to be working with Philips Sonicare to motivate people to make the Sonicare Switch," said McKinnon. "How you feel about yourself is what's most important and encouraging people to make the switch like I did to a Philips Sonicare was a no brainer. Plus, I never pass up an opportunity to pop into people's bathrooms when they least expect it."

The Sonicare Switch campaign embodies the Philips mission to inspire confidence through meaningful innovation. Upgrading to a Philips Sonicare power toothbrush doesn't just benefit your smile, but has a real, clinically-proven impact on your oral health.

"Whether heading into a big interview, or taking a big step in your relationship, at Philips Sonicare we want you to feel equally confident in yourself and your oral healthcare products," said Matina Vidalis, Senior Marketing Director, Consumer & Professional Oral Healthcare, Philips North America. "Working with Kate has been the perfect pairing. Her enthusiastic energy and unmatched comedic talent are helping empower people to reconsider their current brushing habits and upgrade to a more effective oral healthcare regimen."

Philips Sonicare Product Suite
Philips Sonicare has a variety of power toothbrush solutions that will fit individual needs, while helping all users achieve a happy, healthy smile. Throughout the four advertisements, McKinnon will highlight Philips Sonicare power toothbrush portfolio including Philips Sonicare 6100, Philips Sonicare 4100 and Philips Sonicare DiamondClean Smart 9300.

Follow along at Philips.com and on social media at @PhilipsSonicare.

[1] Versus a manual toothbrush

About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and well-being through meaningful innovation. Philips' patient- and people-centric innovation leverages advanced technology and deep clinical and consumer insights to deliver personal health solutions for consumers and professional health solutions for healthcare providers and their patients in the hospital and the home.

Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health. Philips generated 2023 sales of EUR 18.2 billion and employs approximately 68,700 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.

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SOURCE Philips Sonicare

FAQ

What is the Sonicare Switch campaign by Philips (PHG)?

The Sonicare Switch campaign is a marketing initiative by Philips Sonicare featuring comedian Kate McKinnon. It encourages users to switch from manual toothbrushes to Philips Sonicare power toothbrushes, highlighting their superior plaque removal and oral health benefits.

How much more plaque does the Philips Sonicare DiamondClean Smart remove compared to manual brushing?

According to the press release, the Philips Sonicare DiamondClean Smart removes up to 20X more plaque along the gumline compared to a manual toothbrush.

Which Philips Sonicare (PHG) models are featured in the new ad campaign?

The ad campaign features several Philips Sonicare models, including the Sonicare 6100, Sonicare 4100, and the DiamondClean Smart 9300.

Who is starring in the new Philips Sonicare (PHG) marketing campaign?

Comedian and actor Kate McKinnon is starring in the new Philips Sonicare marketing campaign, playing the character of Susan Toothbrush, a sophisticated oral healthcare enthusiast.