By 2008, there was still 76.6% of the population who had failed to adopt electric toothbrushes. Oral-B wanted to change people’s habit of a lifetime. Previous campaigns had taken a very rational approach and focused on the scientific truth that electric brushes remove twice as much plaque as manual ones. ‘The power to the people’ campaign convinced an audience to shift their perceptions of ‘normal behaviour’ – electric was the new norm, the new way to conform. This paper adds to the burgeoning debate around Behavioural Economics by providing evidence of the power of social influence to drive mass behaviour for a major FMCG brand. Creative work focused on the notion of seizing power, taking control of your own dental health. The brand was able to reach out to a previously untapped audience. Over 12 months, the campaign added £14.7m to the value of the brand, with a payback of £1.17 for every £1 spent.