Quip turned the toothbrush into a design object and the refill into a subscription—winning an Apple Design Award and making oral care feel like a premium lifestyle product.
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See all ads on AdLibrary →Quip is a New York-based DTC oral care brand founded by Simon Enever and Bill May in 2015. The brand won Apple's Design Award for its minimalist electric toothbrush and built a subscription model around quarterly brush head refills delivered by mail.
Quip's ads sell design simplicity and behavioral habit formation. In a category dominated by Oral-B and Sonicare's feature overload (oscillation counts, pressure sensors, Bluetooth), Quip went the opposite direction: clean lines, pastel colors, and a 2-minute timer. Paid creative emphasizes how the product looks on the bathroom counter as much as how it cleans. The Apple Design Award functions as the credibility anchor in ad copy. See Quip's ad creative at AdLibrary.
Facebook and Instagram run Quip's primary performance campaigns, targeting design-conscious consumers, wellness enthusiasts, and gift buyers. The product's photogenic quality makes Instagram a natural fit. Subscription refill economics are featured in retargeting ads to emphasize long-term value over initial cost.
Core themes: clean design and minimalist aesthetics; dentist-approved credentials; the built-in 2-minute timer building healthy habits; subscription convenience for refill heads and toothpaste; and gift positioning. Copy is short, clean, and typographic—mirroring the product's visual language.
Quip is a masterclass in category design rather than category improvement. Rather than building a better version of an Oral-B, they built a different kind of product for a different kind of customer—one who cares about bathroom aesthetics. The lesson: sometimes the biggest opportunity in a commoditized category is defining a new premium aesthetic tier, not competing on specs.
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