Oral-B backs Brush Aways launch with Ha! Ha! Bar sampling drive

by Julia Pearlman, Brand Republic 15-Apr-05

LONDON - Oral-B is pushing its new Brush Aways product with a sampling campaign at Ha! Ha! Bar & Canteens that is an unusual twist on the post-meal mint.

From April 18, at the end of every meal customers will be offered a complimentary Brush Away in place of the normal mint that accompanies the bill.

The idea behind the Brush Away is that people no longer need a traditional toothbrush, a swig of water and a blob of toothpaste to clean their teeth. The product is a textured teeth wipe that is individually wrapped and slide overs the user's fingertip

Rufus Hall, managing director of Ha! Ha! Bar & Canteens, said: "Our customers really respond to quirky new inventions -- it's all part of the Ha! Ha! experience."

The latest launch in the oral care and beauty market is Oral-B's biggest initiative for three years and is being supported by a £1.7m advertising campaign.

Chris Gaskell, senior business manager at Oral-B, said: "There is a huge consumer demand for a product that enables you to clean your teeth and freshen your breath any time of the day without the use of water."

Oral-B Brush Aways cost 99p for a pack of three and £2.49 for a pack of 12.

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