quip Ultra Go-to-Market Strategy
Led the full go-to-market media strategy for the launch of quip Ultra, a next-generation smart toothbrush priced at 5× the brand's legacy offering
Metrics & Impact
Summary
The launch successfully repositioned quip into the premium oral-care category, exceeding sales and efficiency targets while establishing Ultra as the brand's flagship product. This required a strategic approach that balanced immediate awareness with long-term performance optimization, all while protecting the existing product line from cannibalization.
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.
We designed a phased launch strategy that balanced short-term intrigue with long-term brand and performance growth.
- •Activated hand-selected newsletter and content partnerships to spark immediate awareness and site sessions 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 was heavily weighted toward high-impact reach placements during launch, then dynamically rebalanced as Ultra matured and performance signals strengthened
Want to Learn More?
If you'd like to chat more about this project, let's talk!