Background: Quip was founded to prove that good design would have a better impact on oral health than quick fix gimmicks. Quip is about creating a more honest, simple, and accessible oral care solution that cuts the excess and focuses on the basics that really matter.
Challenge: How do we sell a new toothbrush to people who don’t care deeply about their oral habits?
Target Audience: Manual toothbrush users who mindlessly brush their teeth out of habit. They never stop to think whether they’re doing oral care right, or if there’s even a right way to do it at all.
Insight: People think that oral care success is defined by action, not technique.
Strategic Approach: Mindless should not mean careless.
