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Church & Dwight solve the puzzle of toothache with new Orajel ad 


Wavemaker Studio and Church & Dwight have collaborated to create a distinctive, highly memorable and unmistakably Orajel TV campaign – ‘Puzzle’.

The central concept derives from the particular and all-consuming pain of toothache, where getting fast relief can feel like a seemingly impossible task. Unlike other over-the-counter competitors, “Orajel starts working in less than two minutes”. 

To convey this message and wider selling-point, the creative features two intriguing tooth-puzzles that resolve, with the help of Orajel, against the clock. The first of the two TVC ads, developed with 3D design Clim Studio, and voiced by English actor and filmmaker, David Morrisey will go live on the 4th March.

The campaign, which aims to encourage customers to actively seek out Orajel as a specific solution over generic pain relief products, will form part of a longer-term creative positioning for the brand. The concept will also be drawn on for multiple touchpoints following the first bursts of TV ads and across the next two years. 

Orajel’s ‘Puzzle’ has already demonstrated it resonates with consumers, having undergone Zappi testing last year. It was the result of this testing that led to Wavemaker UK being awarded the project following a competitive pitch. In addition to the creative, Wavemaker UK is responsible for handling the media planning and strategy.

Orajel ‘Puzzle’ tested exceptionally well for distinctiveness and clarity of message. This is fitting because, given the efficacy and speed of Orajel, we wanted a brand campaign that matched its power. We are thrilled with the new campaign by Wavemaker UK and can’t wait to see it go live and make an impact on the market.
Rossana Doldi, Head of Healthcare, Church & Dwight

Ann Wixley, Executive Creative Director at Wavemaker UK explained: “Our creative challenge was to create a brand-new campaign that would communicate Orajel’s fast-action pain relief to a wide audience. To do this, we needed to step away from being purely functional, instead developing brand communication informed by real empathy with toothache sufferers. All credit goes to my team and our client for solving the toothache puzzle for consumers. It’s a campaign that will set Orajel apart in its category.” 

Press release published in LBB Online.

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