Oral-B wanted to launch a fresh, family-friendly campaign that would make brushing habits engaging for children while reinforcing the brand’s credibility through expert and celebrity association. The result was “Brush Like a Pro, Like Mo”, a collaboration with Olympic athlete Mo Farah designed to bring playful, aspirational energy to a everyday routine.
My Role
Working alongside the team at Saatchi & Saatchi, I supported the global PR and content campaign from planning through to execution, helping coordinate a multi-channel rollout that combined celebrity partnership, expert credibility, and broadcast media.
The Approach
The campaign was built around three pillars: athlete-led aspiration, expert validation, and earned media reach.
- Celebrity Partnership: Mo Farah’s involvement gave the campaign an instantly recognisable face, lending energy and credibility to a message aimed at making brushing feel like training for champions.
- Educational Activation: A school visit, delivered alongside a well-known dentist, brought the campaign to life for children directly, teaching proper brushing technique in a memorable, hands-on way.
- Broadcast Media Push: The campaign secured national television coverage, including appearances on CBBC, The Breakfast Show, and GMTV, extending its reach well beyond traditional press.
Execution Highlights
- Coordinated global PR and content strategy in partnership with the Saatchi & Saatchi team
- Supported a school visit campaign activation, blending entertainment with genuine dental education
- Secured multiple national TV interview slots, reinforcing the campaign’s family and breakfast-television appeal
- Helped position Oral-B’s messaging consistently across PR, broadcast, and content touchpoints
The Result
The campaign successfully blended celebrity appeal with genuine educational value, securing strong broadcast media pickup and bringing the “Brush Like a Pro” message directly into homes and classrooms. By pairing an Olympic athlete with expert dental credibility, the campaign struck a balance that felt both aspirational and authentic — helping Oral-B reinforce its position as a brand that makes everyday habits feel like an achievement worth celebrating.