The brief was to not only communicate the effectiveness of flossing with Oral B after eating,
it was also to instil the importance of flossing and brushing DIRECTLY after eating as proven by dentists.

Radio was central to the idea. The idea is simple: eat then floss then brush. Our radio ads follow
food-related radio ads. Over the course of 4 weeks, 23 different radio ads ran directly after random food radio ads; for example, Burger King, McD’s, Cadbury, TGI Friday, etc. Each radio ad followed a food radio ad.

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