Brief
quip set out to launch Ultra — a $99+ smart toothbrush designed to elevate the brand into a new premium category dominated by legacy players like Philips Sonicare and Oral-B. Unlike prior launches, Ultra required more than incremental demand capture.
It demanded a full go-to-market media strategy that could justify a significantly higher price point, reach net-new audiences, and avoid cannibalizing quip's existing product line — all simultaneously.
The launch exceeded every benchmark: 50% above ROAS goal, #1 top-selling brush during the holiday season, and Month 1 sales goals surpassed — while establishing Ultra as the brand's flagship product.
Premium Launch in a Crowded Category
quip needed to launch Ultra — a $99+ smart toothbrush — into a premium category dominated by Philips Sonicare and Oral-B. Unlike prior quip launches, Ultra required a full go-to-market strategy that could justify a significantly higher price point, reach net-new audiences, and avoid cannibalizing the existing product line.
The challenge wasn't just awareness — it was building the right kind of awareness with the right audience at a moment that mattered.
Phased Launch + Audience Precision
We designed a phased launch strategy that balanced short-term intrigue with long-term performance:
- →Activated hand-selected newsletter and content partnerships to spark immediate awareness among health-, tech-, and finance-minded audiences — prime candidates for premium adoption
- →Refined audience targeting to intentionally filter out core legacy buyers, ensuring Ultra demand was incremental rather than cannibalistic
- →Media weighted toward high-impact reach placements during launch, then dynamically rebalanced as Ultra matured and performance signals strengthened
Activated On
Key Outcomes
ROAS exceeded launch goal by 50% — validating that premium positioning and audience precision could drive efficient return even at higher price points.
Ultra became quip's #1 top-selling brush during the holiday season — the most competitive window in oral care retail.
Month 1 sales goals surpassed — establishing Ultra as the brand's flagship product and creating a repeatable premium launch framework.
Let's Talk.
If you'd like to dig into the strategy, the launch framework, or how this applies to your next product — I'd love to chat.
