P&G Corporate Newsroom

Oral-B® Sweeps the Country with the Power “Wow” Experiment

Social Experiment to Challenge Americans’ Brushing Routines on Manual Streets Across the USA

Friday, June 28, 2013 9:00 am EDT

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"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."

CINCINNATI--(BUSINESS WIRE)--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 gingivitis.

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.

About Oral-B
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.

Contact:

MSL New York
Jessica Spano, 646-500-7654
jessica.spano@mslgroup.com