Closed/Expired: Reinvent manual toothbrushes innovation challenge

Reinvent manual toothbrushes innovation challenge

Do you use a manual toothbrush? If you do, do you care about it? Is it something important in your life? Do you remember the last time you bought one? What were your criteria for choosing one?

We bet you don’t really care about your manual toothbrush! Why? Well, because it’s not a very exciting object. People don’t desire a manual toothbrush in the same way they desire a particular smart phone, shampoo or shaver. Toothbrushes are never on the shopping list and it is really hard to know which one to choose from the shelves! Often, your dentist will tell you which one to buy and you do this without giving it a second thought.

All manual toothbrushes look the same and seem to offer similar benefits: this one has more bristles, that one looks better, has a better grip or has a tongue cleaner… but in the end, they all look the same, so why pay more? In comparison, electric toothbrushes are much more exciting …but very expensive!

This needs to change! Manual brushes should be reinvented to become exciting objects.

A leading oral care brand would like to find breakthrough ideas to completely rethink and stir up the manual toothbrush offer. Can you help by coming up with out-of-the-box ideas for a new manual toothbrush that will surprise people willing to pay a bit more for something never seen before?

Creative Challenge

Wow us with your idea of a premium manual toothbrush (ideally with its packaging) that brings something totally new to the experience of brushing teeth.


  • #1 Prize €6,000
  • #2 Prize €3,000
  • #3 Prize €2,000
  • #4 Prize €1,000
  • #5 Prize €500

Deadline:- 26-06-2016