Off the back of their new campaign focused on emphasising good habits on oral care, DTC Daily talks to Tara Kriese (pictured below), SVP of marketing at oral health care company quip. She explains how quip chose its messaging for the campaign, why the dental health category is so ripe for disruption, and what the future holds for the business. 

How does quip's new campaign feed into the wider message you are trying to promote? 

At quip, our mission has always been to provide a simple, more accessible way to achieve good oral health, and with the “Good Habits” campaign we begin to tell our brand story in a very relatable way. “Good Habits” was conceived to shift consumers' perceptions of quip from a toothbrush product company to a complete oral health care brand that empowers and enables good dental habits. Our message is simple: it’s not what you use, but how you use it that makes the most impact. That’s why every product and service we make - today and in the future - is in support of our customers’ good habits.

This campaign is rolling out on numerous channels. Why did you decide to push it across a variety of different platforms? 

We are focused on reaching specific target audience segments who we know care deeply about health, and most importantly, their smile. With “Good Habits” it was crucial that we take a multi-channel approach to deliver an integrated marketing campaign that engages our audience across all aspects of their lives.

Tara Kriese, SVP of Marketing, quip

Why is the dental health category so ripe for disruption from brands like quip? 

When Simon [Enever] and Bill [May] founded the company, they knew that for quip to improve the dental category they had to fix the entire oral health routine. The oral care category is comprised of large incumbent brands focused on a product arms race, resulting in feature messaging wars in the dental aisle. Consumers are often left confused and bewildered while purchasing products that don’t get to the heart of what matters: good oral care habits.

In addition, dental care as a whole remains a very analogue and antiquated industry - making it a challenging and complicated process for consumers to navigate. With the introduction of quipcare in July, we are creating a platform that offers an improved experience when booking and visiting the dentist, better support at-home and an entirely new and transparent way to pay for care - all wrapped in an experience that feels familiar to the way consumers live their lives

The dental health category is being revolutionised by direct-to-consumer brands. How are you looking to stand out from your competition?

quip is moving beyond products to help consumers achieve good oral health at every step of the way, including how they access dental care. The “Good Habits” campaign helps to cement quip as a complete oral care brand, and differentiates us by focusing on the habits our products are created in service of instead of the products themselves. It’s important to us that consumers know that a good oral care routine matters more than simply buying a fancy toothbrush.

What does the future hold for quip? 

2019 was a big year for the company with the launch of quipcare over the summer and most recently quip Refillable Floss. We look forward to expanding our relationship with both consumers and dental professionals as we continue on our mission of enabling good oral care habits.