Where: eg+ worldwide

When: January-May 2022

Dentists care about proof, so the copy led with facts: the Philips Sonicare Cordless Power Flosser is up to 180% more effective than string floss for gum health.

But rather than getting bogged down in jargon, we broke down each feature – Quad Stream cleans nine times more area than the competitor, while Pulse Wave tells you when to move so you don’t miss a spot.