Oral-B® Sweeps the Country with the Power “Wow” Experiment
Social Experiment to Challenge Americans’ Brushing Routines on Manual Streets
Across the USA
CINCINNATI -- June 28, 2013
This weekend marks the kick-off to Oral-B’s road trip across America, as it
proves that even residents on Manual Street will not go back to their manual
brush once they’ve experienced the “WOW” of the Deep Sweep power brush.
For many people, using a manual toothbrush is an unquestioned, lifelong aspect
of their daily routines. But anecdotal evidence indicates that once people try
a power brush, they are hard-pressed to go back to their manual version. This
insight sparked the idea for this summer’s town takeovers in which Oral-B is
challenging people throughout the country to rethink the way they brush.
“We know that power brushes provide an overall better brushing experience but
they still lag behind in popularity and everyday usage,” said Rishi Dhingra,
Marketing Director, Procter and Gamble.“So we’re providing opportunities for
consumers to experience the ‘WOW’ feeling that the Oral-B Deep Sweep power
brush delivers, right in their hometowns.”
Each of the towns selected for takeovers all have one thing in common – they
are home to the aptly named “Manual Street.” The town takeover events will
offer food, music and fun for the whole family, and of course, the opportunity
for local residents to trade in their manual brush for a new Oral-B Deep Sweep
power brush. The events will take place in the following cities this summer:
Upcoming Oral-B Town Takeovers
*June 29 – Erath, LA
*July 28 – Bainbridge Island, WA
*August 10 – Stanford, KY
*August 17 – Carroll County, VA
For updates on the Oral-B “WOW” experiment throughout the summer, visit WOW
Experiment. If you have already been converted into a power brush user by
having a “WOW” moment of your own -- or if you’re curious about the experiment
-- get in on the conversation online by using #OralBWOW.
The Oral-B Deep Sweep power brush makes the transition from a manual brush to
a power brush easy, with a familiar-shaped brush head coupled with traditional
stationary bristles. Deep sweeps in between teeth remove up to 100 percent
more plaque versus a regular manual toothbrush, helping to prevent and reverse
Oral-B Deep Sweep TRIACTION Power Toothbrush
The Deep Sweep TRIACTION power toothbrush is available in multiple models
including the Professional Series Deep Sweep TRIACTION 1000 and Professional
Series Deep Sweep + Smart Guide™ TRIACTION 5000, offering consumers a choice
of price points and features that best suit their needs. Oral-B Professional
Series Deep Sweep TRIACTION is available at department, retail and specialty
stores nationwide at suggested retail prices ranging from $64.99 to $159.99.
Deep Sweep™ brush head refills will also be available for purchase and are
compatible with all Professional Series brush handles.
For more information on Oral-B, visit OralB.com and facebook.com/OralB.
Oral-B is the worldwide leader in the over $5 billion brushing market. Part of
the Procter & Gamble Company, the brand includes manual and electric
toothbrushes for children and adults, oral irrigators and interdental
products, such as dental floss. Oral-B manual toothbrushes are used by more
dentists than any other brand in the U.S. and many international markets.
About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®,Gain®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The
P&G community includes operations in approximately 75 countries worldwide.
Please visit http://www.pg.com for the latest news and in-depth information
about P&G and its brands.
MSL New York
Jessica Spano, 646-500-7654
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