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The insight is simple, there is one day of the year when only 100% is good enough. Yom Kippur.
It’s the holiest day of the year and Jewish people repent for their sins and fast for 25 hours. The country shuts down – no traffic, no media, no eating. None at all. Not even a crumb!
If you eat anything – even the smallest morsel of food – during that period, you are destined to an early death, according to Jewish law. It’s no wonder that 70% of Israelis observe the fast… just to be on the safe side!
And a mouth that’s anything less than 100% clean could mean you accidentally swallow some of the food particles lodged between your teeth. Ruh-roh. So... If consumers wouldn’t listen to the person who kept their teeth clean, then maybe they would listen to a higher authority…
Oral-B had rabbis promote 100% clean teeth with their electric toothbrush. It's pretty brilliant. Check out the case study below.
