Water Pik launches advertising campaign to introduce consumers to new Waterpik Water Flosser

Jul 28 2010

Water Pik, Inc., a leading developer and manufacturer of innovative personal healthcare products, today announced the launch of the "Say No To String" advertising campaign to introduce consumers to the new Waterpik® Water Flosser and to promote it as an easier and more effective alternative to traditional string floss.

“Ultimately, we know these videos are unexpected from Water Pik. Our goal is to draw consumers in and to be memorable.”

Through re-branded product and newly designed packaging, Water Pik, Inc. is introducing the new Waterpik® Water Flosser as the next generation of the company's oral health care products. In order to reach key target consumers, including men and women ages 35 - 64, Water Pik, Inc. developed an integrated marketing communications campaign to focus on their core audiences and build consumer awareness. Additionally, the campaign was designed to showcase the cutting-edge technology of the Waterpik® Water Flosser and the many proven benefits of using the product.

Developed by Boulder, Colorado-based Sterling Rice Group, the advertising campaign is a first for Water Pik, Inc. with the goal of educating consumers about the new Water Flosser and how it is easier and more effective than using conventional string floss. Water Pik, Inc. wanted to speak directly to consumers through unconventional means by using a series of humorous online videos that depict how people struggle with using string floss.

"We feel like people can relate to these videos because they are funny and edgy, and show real-life scenarios of using string floss versus the ease of the Water Flosser," said Jay McCulloch, Vice President of Marketing for Oral Care Products, at Water Pik, Inc. "Ultimately, we know these videos are unexpected from Water Pik. Our goal is to draw consumers in and to be memorable."

SOURCE Water Pik, Inc.