By Patrick Avenell

Philips has launched a new television advertising campaign to support the launch of its new Sonicare range of electric toothbrushes. The TVC will run on free to air networks for the four weeks, and double that length on pay TV.

In addition to this commercial, Philips put together an advertorial piece that ran during the Mornings with Kerri-Anne program on Channel Nine.

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“The Sonicare range is extremely well regarded globally, with over 17 million users worldwide and it is very exciting to have seen a positive response to the range launching here in Australia,” Philips ANZ Oral Healthcare marketing manager Simon Keenan.

“Sonicare is the number one dental professional recommended sonic toothbrush worldwide, and Philips is committed to investing in the brand to ensure Sonicare is top of mind for Australian consumers when it comes to improving their oral health."

Keenan quotes a 2008 Priorities Research study for this number one claim.