Brief
Get parents of kids who are 3+ years old to switch to Sonicare for Kids instead of using a manual toothbrush by overcoming the belief that manual brushing is better for developing good oral care habits.
Insight
Parents automate their own daily chores without a second thought, yet still hold their kids to the hardest, most manual version of tooth brushing.
Idea
Create a print campaign that puts parents' own smart-tool habits next to their kids' manual toothbrush to show the double standard.
Award
NYC ADDY Award 2026: SILVER in Single Magazine
