'No more excuses'

'No more excuses'

To grow penetration of its premium-priced flossing device, Air Floss Pro, Philips wanted to address the excuses people give for not flossing. To attract attention in this low interest category, the brand targeted the interests of Trailblazers showing how ridiculous their excuses – typically lack of time - were. The campaign increased the sales volumes to levels normally associated with price discounting and increased the average product selling price.