Electric toothbrush brand Suri is highlighting how having healthy teeth plays a pivotal role in having a great day in a new brand platform under the strapline “Designed for Life”.
“Good days” is the first campaign under the new strategy, created and delivered by independent agency Joan London to drive awareness among mainstream audiences and comes to life across OOH and the brand’s debut appearance on TV, centred on the idea that great days start and end with Suri.
Rooted in the insight that an intentional ritual, first and last, sets you up for everything the day puts you through, the film follows one woman’s daily routine. It is grounded in two bookends showcasing the moment our protagonist uses her Suri toothbrush before and after her busy day, highlighting the brush’s considered design.
The work was made in collaboration with Danny&Loco, a directing duo consisting of Giannis Gripeos and Alexandros Pitoulis represented by My Accomplice.
Together, the work is designed to shift perceptions of Suri beyond sustainability, positioning it as a high-performance, design-led brand and aims to encourage consumers to rethink what they expect from their toothbrush, and cement Suri as a lifestyle choice.
The campaign launches across nationwide TV this week, after Suri won Channel 4’s B Corp competition and secured free UK media, followed by OOH on the London Underground and TfL network.
Joan London developed the campaign following a competitive pitch, with its concept selected for its ability to challenge category conventions while staying true to Suri’s identity and supporting the brand’s long-term growth.
Suri brand director Ana Caeiro said: “Joan London quickly understood both where we are as a brand today and where we want to go next. The first minutes of your day set the tone for the rest, yet the toothbrush has always been an afterthought. Joan helped us show why starting intentionally with Suri matters.”
Joan London head of strategy Nicky Vita added: “Suri has already built an incredible brand. The opportunity now is to shift perceptions beyond sustainability and champion it as the challenger the category needs.
“From our very first conversations, we shared a clear ambition to create something that feels unmistakably Suri, while encouraging people to rethink what they expect from their toothbrush. We are so excited to see this platform out in the real world.”
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