Rob the Dentist

The campaign has been created specifically for the Oral-B Facebook page, and is accompanied by a competition that gives users a chance to win $10,000.

Oral-B brand manager Joel Cotter said: “While oral care is a generally a low-involvement category, one thing that unites many is the anxiety or fear associated with sitting in the dentist’s chair. We see Facebook as a strong platform for consumers to connect with dentists and share their stories of anxiety. And who better to facilitate that conversation than Rob the Dentist?

“The page is about bringing some fun and engagement to the category. It will be less about cavities and plaque and more about light content and experiences to keep oral health top-of-mind and get people visiting their dentist a little more often”.

The campaign was launched on January 11, and can be viewed at the Oral-B Facebook page.