Procter & Gamble Company’s (PG) unit Oral B is wooing customers for its power toothbrush with a new promo, featuring celebrity comedienne and Daytime Emmy Award-winner Sherri Shepherd.
The popular talk show host is partnering with Oral B in a campaign on benefits of switching to power toothbrushes. The official website namely www.OralB.com features a video testimonial where the celebrity has revealed her “Powerful Moment of Truth”, after she switched from a manual to a power toothbrush and its positive impact on her oral health. The actress encourages other toothbrush users to do the same.
Sherri hopes that along with entertaining viewers, her testimonial will inspire them to discover their own ‘Powerful Moments of Truth’ and also prompt people to try out the new brush.
An electric toothbrush is powered by a battery to move the brush head rapidly, either by oscillating or rotational movements. Oral B manufacturers claim that their power toothbrush reaches deep between teeth and along the gum line, removing plaque and preventing gingivitis.
Oral B is also using Facebook as a medium of promotion and Sherri will be answering to several questions from interested users through live chat regarding the benefits of the toothbrush.
Oral-B is a popular brand of toothbrush and oral hygiene products first marketed by Procter & Gamble in 1938. It leads the $5 billion brushing market with manual and power toothbrushes for children and adults, oral irrigators and inter dental products, such as dental floss, in its portfolio.
We are encouraged by the company’s product expansion, both through internal development and acquisition. However, P&G currently is facing high commodity cost inflation and severe competition from companies like Kimberly-Clark Corporation (KMB) and Johnson & Johnson (JNJ) in Western European markets in both the blade and battery businesses.
P&G presently holds a Zacks #3 Rank, which translates into a short-term Hold rating.
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