DenTek Announces Acquisition of Orabrush

DenTek

MARYVILLE, TN, March 10, 2015 -- DenTek, the worldwide leader in innovative oral care products, formally announces the acquisition of Orabrush, the No. 1 tongue cleaner brand worldwide. DenTek has acquired all of the assets and intellectual property of the Orabrush brand, including the Orabrush Tongue Cleaner, Orabrush Tongue Foam and Orabrush LiquiGel. In addition, DenTek will partner with Molio, a video marketing ad technology company founded by former Orabrush executives, to continue building the Orabrush brand on YouTube and other social media sites.

Using its 30-plus years of experience developing innovative oral care products, DenTek will promote the Orabrush products in conjunction with its comprehensive suite of products, which include floss picks, interdental brush cleaners, dental guards for nighttime teeth grinding, dental picks/scalers and tongue cleaners. DenTek also plans to leverage its existing retail partnerships to accelerate retail expansion of the Orabrush products beyond their current availability in more than 30,000 stores worldwide.

“We are thrilled to welcome Orabrush to our family of innovative oral care products,” said David Fox, President and CEO of DenTek. “Orabrush has a strong patent portfolio, a proven marketing model and outstanding products that will further strengthen the DenTek family of brands. We look forward to growing and expanding the Orabrush brand, and leveraging the digital video marketing expertise of the Molio team to make these products indispensable to the daily oral care routine.”

Molio will continue to run the video marketing business for the Orabrush brand, using the same YouTube marketing model that propelled Orabrush to become the No. 1 tongue cleaner in the world, according to IRI data, with over 44 million YouTube channel views. Using its proprietary software platform and advertising service, Molio will help DenTek create, optimize and deliver video content to the right target audience.

“There is no better home for Orabrush than with the leader in the interdental category,” said Jeff Davis, President and CEO of Orabrush and newly appointed CEO of Molio. “This acquisition is the culmination of our team’s tireless efforts to build a brand in a truly new and disruptive way. We are excited about the synergies that can be realized as DenTek takes the beloved Orabrush brand to the next level by leveraging the Molio model.”

About DenTek
DenTek is a worldwide leader in innovative oral care products including floss picks, interdental brush cleaners, dental guards for nighttime bruxism, disposable dental picks, braces care and dental repair. DenTek products are available in over 30 countries worldwide and in retail stores nationwide including Walmart, Target, Walgreens, CVS, Rite Aid and Kroger. Visit www.dentek.com for more information.
Orabrush is the No. 1 tongue cleaner in the world according to IRI data. View the Orabrush YouTube Channel at www.youtube.com/orabrush or follow Orabrush on Facebook at www.facebook.com/orabrush.

About Molio, Inc.
Molio is a video marketing ad technology and branding company. Molio reaches audiences in a unique way, resulting in brands having more exposure and industry-leading results. Using an integrated approach that blends content creation, video optimization and media placement on YouTube with proprietary advertising software, Molio creates hyper-targeted campaigns that yield high levels of awareness, engagement and conversion to build brands online. Visit www.molio.com for more information.

Press Contacts

DenTek
Contact: Carolanne Coviello
carolanne@cmmpr.com
(212) 979-8884

Molio
Katy Kenealy
katy@methodcommunications.com
(801) 828-6056

Tags: