Former P&G executive Jeff D. Davis joins as CEO; 2x Consumer Products Growth Partners leads investment.
September 28, 2010 (Provo, UT) – Orabrush, the tongue cleaner that helps cure bad breath, today announced the hiring of a new CEO and a growth capital investment. Both initiatives, designed to fuel growth, are the outcome of a relationship built over the past year between Orabrush executives Jeffrey and Neal Harmon and Andrew S. Whitman, Managing Partner of 2x Consumer Products Growth Partners.
According to market research company Packaged Facts, Americans spend $3.1 billion each year on mints, gums and rinses to mask bad breath. However, the New York School of Dental Medicine indicates that “tongue bacteria account for 80% to 90% of all cases of bad breath.” Orabrush’s patented combination of ultra-soft, pointed bristles to clean deep into the tongue and a tongue scraper to remove bacteria really works. Chief Marketing Officer (CMO) Jeffrey Harmon developed a revolutionary direct-to-consumer social media marketing approach which has resulted in more than 24 million YouTube views and high profile press coverage, including this week in the New York Times (www.nytimes.com/2010/09/27/business/media/27adco.html). Consumers are responding both by posting their own product reviews (with another 3.5 million YouTube views) and with their purchases of Orabrush.
In August, Jeff D. Davis joined Orabrush as CEO after retiring from Procter & Gamble with 23 years of service. Most recently, Davis led global operations of the worldwide Wella business as VP/General Manager, P&G Salon Professional. During his tenure at P&G, Davis worked in six different product sectors (including consumer packaged goods, pharmaceutical and beauty businesses) and in five different countries (United States, Canada, Slovakia, Czech Republic, Germany). According to Dr. Robert Wagstaff (“Dr. Bob”), Orabrush founder and Chairman, “Jeff brings exactly the right mix of big company experience and entrepreneurial spirit.” Neal Harmon, Chief Operating Officer, adds “we appreciated Andy’s interest in Orabrush to introduce us last winter to Jeff Davis who subsequently joined us as CEO.”
Having made a recent investment, 2x Consumer Products Growth Partners will bring its extensive branded consumer products experience in support of the growth of Orabrush. “Andy and the team understand our industry-leading, innovative social media marketing model,” says CMO Jeffrey Harmon. “Even before investing, they helped us meet our Angel investors and acted as a sounding board on business issues.” CEO Davis adds, “This partner brings the capital and right expertise our young company needs. We know they will be a critical contributor to our future success.”
“We review hundreds of opportunities among emerging branded consumer products companies each year, to identify highly differentiated businesses with significant growth potential,” commented Whitman. “Orabrush is a unique and patented product with an unbelievable route-to-market and engaged consumer following. We couldn’t be more excited to support Dr. Bob, Neal, Jeffrey, Jeff and the team in the expansion of the Orabrush business.”
Orabrush sales levels and the magnitude of the investment were not disclosed, but the funding will be used to expand distribution, staff and the Orabrush product line.
Created by Dr. Robert Wagstaff (“Dr. Bob”) in 2000, Orabrush is a patented, FDA approved tongue cleaner designed to help cure bad breath using a combination of ultra-soft, pointed bristles that reach deep into the tongue and a unique scraper to remove bacteria. Orabrush intends to become the #1 tongue cleaner in the world as 80% to 90% of bad breath is caused by bacteria on the tongue. Orabrush has demonstrated industry-leading innovation in social media marketing to create awareness and online purchases at unprecedented levels. With over 24 million YouTube views and more than 250,000 Facebook fans, the brand has launched into 114 countries in the past year. Orabrush has the seventh most subscribed sponsor channel on YouTube and is rapidly expanding to retail to meet the needs of engaged consumers globally. Watch the videos or order your Orabrush at www.orabrush.com or connect with us on www.YouTube.com/orabrush.
About 2x Consumer Products Growth Partners
2x Consumer Products Growth Partners joins with founders and management in emerging branded consumer products businesses capable of growing exponentially via an infusion of capital and industry expertise. The firm’s principals and industry venture partners have 350 years of combined experience, contacts and connections. Focus areas include food, beverage, personal care, home care and pet care – particularly in the organic/natural, specialty/gourmet and ethnic sectors. Businesses are primarily within the $1 to $15 million revenue range. The firm or its principals have invested in such companies as gDiapers eco-friendly diapers, Eagle snacks and Wellness & Old Mother Hubbard all-natural foods for pets. Additional information is available at www.2xPartners.com.