Oral-B Brings Playful Bite to Its NFL Mascot Campaign

Global brands continue to look to elite sport to cut through crowded media spaces. The recent Oral-B campaign with the NFL offers a strong example of how sports advertising can feel fresh while staying commercially focused.

As the Official Toothbrush of the NFL, Oral-B has leaned into the personality of the league. The brand launched a campaign that puts mascots at the centre of the story, using humour and familiarity to spotlight its premium electric toothbrush range.

This approach shows how sports partnerships can go beyond logos to create moments that fans remember.

Turning NFL sponsorship into a creative platform

The NFL offers reach, scale and cultural relevance. Oral-B has used that platform to activate rather than simply appear.

Instead of focusing on players alone, the campaign features well-known NFL mascots receiving unexpected toothy makeovers. The visual impact is immediate and the concept is easy to understand.

This activation proves that:

• Sponsorship assets work harder when they entertain
• Familiar faces help brands feel accessible
• Humour increases shareability across digital channels

By leaning into the lighter side of the league, Oral-B creates a campaign that feels natural within the NFL environment.

Mascots as a high-impact brand device

Mascots are trusted figures within American sports. Fans recognise them instantly and associate them with fun, energy and matchday rituals.

Oral-B picked mascots that NFL fans already recognise. That includes SWOOP from the Philadelphia Eagles, Blue from the Indianapolis Colts, and Blitz from the Seattle Seahawks. Each mascot appears with a custom toothy makeover, which creates an instant talking point. It is simple, visual and easy to share.

The campaign also ties the mascot story to star power. The rollout sits alongside Oral-B partnerships with DeVonta Smith, Michael Pittman Jr. and Kenneth Walker III. This keeps the activation close to fan favourites across three major franchises and supports awareness of Oral-B’s premium electric toothbrush range.

Key strengths of this approach include:

• Instant visual recognition across social and media platforms
• Family-friendly appeal that suits oral care messaging
• Strong alignment with game day culture

For brands exploring sports advertising, mascots offer a powerful shortcut to emotional connection.

Driving awareness for premium products

At the heart of the campaign sits the Oral-B iO Series electric toothbrush. The activation brings product benefits into the spotlight through visual storytelling rather than technical claims.

The campaign highlights features such as:

• Dentist-inspired round brush head design
• Advanced cleaning performance
• Smart brushing support for daily routines

By pairing these benefits with entertaining content, Oral-B keeps attention high while reinforcing its premium positioning.

This is a useful lesson for brands promoting higher-value products through sport.

Why the NFL remains a prime advertising environment

The National Football League continues to deliver one of the most engaged fan bases in global sport.

From regular season fixtures to Super Bowl build-up, the league creates constant moments for brands to tap into conversation.

Benefits of NFL-aligned sports partnerships include:

• National reach with consistent weekly exposure
• Strong broadcast and digital amplification
• High trust in official league partners

Oral-B has used these strengths to ensure its campaign lands both on and off the field.

Lessons for brands planning sports advertising campaigns

This activation offers clear takeaways for brands considering sports partnerships.

Strong campaigns tend to share common traits:

• A clear creative idea that suits the sport
• Use of recognisable assets fans already love
• Activation that extends beyond static branding

Oral-B shows how a single sponsorship can support content, retail presence and digital engagement at the same time.

Applying this strategy across other sports

Mascot-led or personality-driven activations are not limited to American sports. Similar approaches can work across:

• Football leagues and cup competitions
• Motorsport fan zones and race weekends
• Cricket tournaments with strong team identities
• Basketball leagues with bold visual branding

The key is adapting the idea to the culture of the sport while keeping the message simple.

How World Sports Advertising helps brands activate partnerships

At World Sports Advertising, we help brands turn sports partnerships into meaningful campaigns. We work with rights holders, teams and events across the world to unlock advertising opportunities that fit your objectives.

Our team supports brands with:

• Sports partnership strategy
• Creative activation planning
• Global sports advertising placements
• Campaign delivery across multiple markets

If you want your brand to stand out through sport, now is the time to act. Reach out to us today and explore how we can help you connect with fans at scale.

FAQs

How does Oral-B use its NFL sponsorship?

Oral-B activates the partnership through creative campaigns that feature mascots and players while promoting its electric toothbrush range.

Why are mascots effective in sports advertising?

Mascots are familiar, family-friendly and visually distinctive, which helps brands capture attention quickly.

What can brands learn from this campaign?

Clear creative ideas, strong use of existing sports assets and simple messaging improve campaign impact.

Can similar activations work outside the NFL?

Yes. Mascot-driven or personality-led campaigns can be adapted across football, cricket, motorsport and combat sports.