Consumers have all heard the dentist-recommended spiel surrounding oral hygiene products, and unconventionally, the Happybrush is marketed quite differently. It isn't that this electric toothbrush wouldn't be praised by dental professionals, but rather that users are likely now immune to clinical claims as a form of advertising.
Based out of Germany, the creators of this sonic toothbrush went developed a smooth and minimalist design that's simple, user-friendly and efficient, earning them a Red Dot Design Award. As a complement to this no-frills tooth-cleaning device, playful graphics and a lighthearted social campaign were launched to spread the word, with an Instagram presence receiving special attention. The Happybrush is personified on teal backdrops with sketched sunglasses and outfits that present this product as a true companion to consumers.
Companionable Teeth Cleaners
The Happybrush Appeals to Users Unconvinced by Clinical Marketing
Trend Themes
1. Playful Marketing - Disruptive innovation opportunity: Other industries can adopt a lighthearted and personified approach to marketing their products, appealing to consumers tired of traditional clinical claims.
2. Minimalist Design - Disruptive innovation opportunity: Industries can focus on creating products with sleek and simple designs, appealing to consumers who value functionality and aesthetics.
3. Social Media Presence - Disruptive innovation opportunity: Businesses can use social media platforms, like Instagram, to create a strong online presence and engage with consumers in a more interactive and relatable way.
Industry Implications
1. Oral Care - Disruptive innovation opportunity: Oral care companies can rethink their marketing strategies by incorporating playful graphics and a companionable brand image.
2. Product Design - Disruptive innovation opportunity: Other industries can explore minimalist designs in their products to attract consumers who prefer simplicity and efficiency.
3. Advertising and Marketing - Disruptive innovation opportunity: Companies in advertising and marketing can help businesses create more engaging and relatable social media campaigns, like the one used by Happybrush.