Beginning in 2009, I worked with a brilliant team to build the Orabrush brand from no sales online or offline to millions of brushes sold in tens of thousands of stores in hundreds of countries.
Our entire strategy was founded on YouTube video. Our Bad Breath Test was named one of the most Iconic Ads of YouTube's first decade alongside brands like Old Spice, Dove, and Pepsi. We were also honored as Webby Award nominees. In addition to incredible buzz online, we earned mainstream press from The New York Times, Nightline, the Wall Street Journal, numerous mentions from AdAge, and countless other.
We produced literally hundreds of videos. Many of our best were part of initiatives that never launched, and the videos never publicly showcased. Some of those are listed here.
Orabrush has been a favorite case study among YouTube internally, has been written about in marketing textbooks, and has been the subject of countless blog posts, fan media, and professional and armchair analysis. We crafted, told, and retold our story many times to great effect.
In early 2015, Orabrush was acquired and became a Dentek brand. Kudos for this accomplishment also go to colleagues at the Harmon Brothers, Ackermania Creative, and Molio.