The Gillette Company Launches Unprecedented Umbrella Advertising Campaign for Oral-B.

Business Editors/Health/Medical Writers

BOSTON--(BUSINESS WIRE)--Jan. 29, 2003

Aggressive Marketing Effort Will Unify Global Brand Positioning

and Solidify Relationships with Dentists

The Gillette Company today announced a new television advertising campaign that will communicate a powerful, consistent message across the entire line of Oral-B products. The campaign will debut in North America on February 3, 2003, with a 30-second spot airing in primetime on ABC's "8 Simple Rules for Dating My Teenage Daughter." The commercial emphasizes the brand's technological innovation, clinical superiority and the equity the brand enjoys with dentists. This message will be reinforced in individual product-focused spots later this year.

The new advertising mixes compelling, high-tech imagery of Oral-B dental experts in laboratory settings with Oral-B products, and culminates with the powerful tagline, "Oral-B. Brush Like A Dentist." The new line will serve as a creative umbrella for all Oral-B power and manual toothbrushes.

"The 'Brush Like A Dentist' tagline reinforces the relationship we have with dental professionals, the superiority of Oral-B toothbrushes and our global leadership position," said Bruce Cleverly, president, Gillette Oral Care. "We're confident that the campaign - together with the recent independent validation of our power toothbrush technology superiority -- will drive even more consumers to try our products."

The new campaign comes on the heels of a landmark independent study by the Cochrane Collaboration, a leading non-profit medical research group. Based on a review of four decades of research, the study found that the rotational oscillation power toothbrush technology pioneered by Oral-B is superior in reducing plaque and gingivitis.

The new advertising, which was created by BBDO NY will also air on programs such as NBC's "Scrubs," CBS' "The Late Show with David Letterman," CBS' "The District" and others.

Advertising for two new Oral-B toothbrushes, CrossAction Vitalizer and CrossAction Power, is in development for debut in the first half of 2003.

According to Oral-B, in the United States, 51 million people use a power toothbrush and 164 million use manual brushes. Of power brush users, 41 percent use Oral-B products, while 32 percent of manual brushers use Oral-B products.

About Gillette Oral Care

The $4.5 billion worldwide physical oral care market consists of both manual and power toothbrushes. The Gillette Company is the worldwide leader in both segments. The Oral-B manual products include toothbrushes for children and adults, as well as interdental products such as dental floss. The Oral-B power products include power toothbrushes for adults and children as well as interdental products such as oral irrigators and oral care centers. Oral-B toothbrushes, the foundation and largest category of The Gillette Company's thriving oral care business, are used by more dentists and consumers than any other brand in the U.S. and many international markets.

Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products and hair epilation devices. In addition, the Company is world leader in alkaline batteries.