Oral-B Pro-Health

  • Agency: Gelcomm
  • Creative Director: Alicia Goodyear Lichens
  • Designers: Tathy Otero, Yukiko Sato

Procter & Gamble partnered with Gelcomm to reignite Pro-Health for Me’s leadership by entering into a licensed space. 
The line features beloved characters from Disney’s Frozen. The toothbrushes feature the Disney Magic Timer App by Oral-B, an interactive oral care app for kids that can help them brush longer. 
To raise awareness about the importance of children’s healthy oral care habits, Crest and Oral-B have also partnered with actress Kristen Bell to develop a video hosted on Oral-B’s YouTube channel. The video features Bell highlighting the challenges parents can face in getting kids excited about brushing, all while keeping them engaged to brush for the two minutes recommended by dentists.

I created the new brand expression for Pro-Health Jr. The approach was to create a modular system that allows numerous regimens and line extensions. The result is a strong identity with an architecture that accommodates multiple variants and works on a global level.

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