Is it really possible to love your toothbrush? This is the question that Philips Sonicare team wanted to ask customers and hear the straight and honest answer, something that people say in everyday informal communication, not for the record. But how is it possible to make people say what they really think of the product they use on a daily basis in front of the camera? The answer is obvious — by using a hidden camera.

Philips brand came up with the idea of Philips Sonicare Experiment, which turned out to be an unprecedented event in the history of the video commericals. The film crew invited the users of Philips Sonicare toothbrushes to audition for the part in a commercial. However, they secretly hid microphones and cameras all over the studio, in the corridors, etc., hired actors to act as a normal customers and ask real customers in the informal settings how they really feel about the toothbrush they use.

In most cases, the customers invited for the experiment, told the actors how they are happy with the product and recommend it to their family and friends. One of the participants admitted: «I am genuinely excited by the toothbrush, which is embarrassing».

So,  for Philips Sonicare as a manufacturer committed to the premium quality standards and full customer satisfaction, the outcome is obvious: customers genuinely share their happiness with the product if it goes about the uncompromised quality.

Also, Philips Sonicare is running a contest for the existing customers on its Facebook fan-page dubbed ‘A Love Worth Sharing’. All users are encouraged to share WHY they would recommend the toothbrush to a friend. The winner will receive a free Philips Sonicare toothbrush to give to a friend.