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Bringing a world of flossibility to life

Off the back of some incredible crowdfunding success that saw them rise to the top 1% of all Indiegogo campaigns (ever!) Flaus asked us to set the vibe for the world’s first planet-friendly electric flosser. Never one to turn down a toothsome opportunity, we dove in from strategy right through to social media to help bring life to the brand that’s opening up a whole new world of oral healthcare.

What's all this then?
Flossing sucks. It’s boring, kinda gross, sometimes painful and a process that hasn’t changed in the two centuries since its invention. Wanting to bring some enjoyment to an everyday chore and do right by the planet along the way, Flaus is reimagining the oral healthcare space, starting with the world’s first planet-friendly electric flosser.

Any insights?
Invented in 1819, dental floss and the way we use it has remained mostly unchanged. That fact is mind-boggling in itself but perhaps the most perplexing fact about this bathroom staple is that nearly all of the floss ever used still exists. It’s an environmental nightmare.

In recent years we’ve also seen a huge shift in purchasing behaviour when it comes to oral hygiene products, as the category rapidly embraces the growing trends seen in tech and wellness. Things like toothbrushes, toothpastes and flosses have pivoted from perfunctory health products to essential beauty items.

And what seems to be the problem?
Flaus wanted to create a brand that brought flossing into the 21st century but also rose above the swathe of superficial and “trendy” millennial brands emerging as part of the oral beauty boom. Part of this meant bringing their environmental ethos to the front without falling into stale “eco” tropes or the blur of brands saying the same meaningless things. We have one set of teeth and one planet and Flaus’ mission is to look after both. ​​​​​​​​​​​​​​

So how'd you go about it?
Partnering with our pals at Untangld, we worked toward a strategy that would help us truly own the uniqueness of Flaus’ offering. With the proposition of inventing a better future for people with teeth as our launchpad, the seed of Planet Flaus was planted — a place to relish in a better future of ingenious, human-centred design that does good by you and the earth. Think holo-calls and hoverboards, flying cars and electric flossers — a world where everything is made sustainably, form is function and life is better for everyone.