The Name Game

by Scott H. Thursday, August 4th 2010

Over the years, the Waterpik has been called many things–oral irrigator, personal dental system, dental water jet–to name a few.

The problem was that everybody knew the name Waterpik, but nobody could tell you what it was or what it did. They would make a funny gesture as if they were spraying water in their mouth and say "you know…it's that thing that squirts water between your teeth."

So we recently changed the name to Waterpik Water Flosser. It says what it does—it's flossing with water. And we came up with some amusing and edgy ads to get the word out.

The video shoot was really fun. When was the last time you watched somebody floss? And the names of the ads–Blood, Strangle, Braces, and Leftovers–you get the picture.

You can check out more videos at http://www.saynotostring.com.