Tooth-care startup Quip is taking a counterintuitive stance in its latest campaign, telling consumers that it really doesn’t matter which brand’s products you use. Instead, Quip argues, it’s how—and how often—you use them.
And, hey, if it’s Quip products that help you get into the habit of flossing every night before bed, then that’s a bonus for all parties involved—including your dentist, suggests the campaign.
Today, Quip launched its first fully integrated brand campaign, “Good Habits,” in collaboration with Hecho Studios.
As the 60-second spot displays a wide array of many-hued toothbrushes from other oral care brands, it makes a simple but effective case: “It doesn’t matter what you use. If you have good habits, you are good.”
Co-founded in 2014 by two industrial designers (current CEO Simon Enever and Billy May), Quip started as a subscription service for replacement brush heads but quickly gained recognition with its domination of Instagram. By using ridiculously pleasant soft pastel ads, Quip’s marketing gave the impression of a high-end purchasing experience and downplayed the pedestrian reality that you’re just buying a toothbrush.
Soon, the Quip product portfolio expanded to include the Quip Kids brush, anti-cavity mint toothpaste and the sleek Refillable Flos gizmo, which is shown off in the “Good Habits” TV spot a couple of times.
This past July, the brand moved into professional dental care when it acquired alternative dental insurance company Afora, transitioning it to two different hybrid insurance coverage/membership discount plans, Quipcare and Quipcare+.
Following that shift, Quip now wants to reintroduce itself with this latest campaign as a complete oral health care brand that enables good dental habits and empowers consumers to take control of their oral health.
The “Good Habits” campaign marks the brand’s most expansive media spend to date, which includes 60-, 30- and 15-second national TV spots. The campaign will also include out-of-home, print, digital and social executions, including high-profile placements in Times Square and the New York City subway.
CEO: Simon Enever
SVP of Marketing: Tara Kriese
VP of Growth: Shane Pittson
Director of Growth: Mike Schanbacher
Creative Director: Kyle LaMar
Senior Integrated Marketing Operations Lead: Jennifer Nichols
Consumer Marketing Strategy Lead: Elliot Friar
Agency: Hecho Studios
Executive Creative Director: Gui Borchert
Creative Directors: Tim Bateman / Michael Flannery
Directors: Gui Borchert / Tim Bateman
Photographer: Bao Truong
Brand Director: Autumn Abbruzzi
Brand Manager: Elizabeth Lefler