One Direction Now Playing on Tweens' Toothbrushes

Colgate to Launch Products With Images of Boy Band, While Brush Buddies Adds Brits to Singing Brush Line

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Up next for boy band One Direction? Oral-care marketing.

Next month in the U.S., Colgate will introduce toothbrushes and toothpaste plastered with images of the five young Brits. Meanwhile, Brush Buddies is about to add One Direction to its Singing Toothbrush line that already includes Justin Bieber and Lady Gaga.

One Direction, which has a new album in November and a massive social-media following, adds a bit of celebrity buzz to the utilitarian category. "Colgate is tapping into a highly vociferous fan base and generating natural word-of -mouth in the social sphere for a product that is not normally talked about in those spaces," said James Kirkham, director at London creative agency Holler.

Colgate's Max Fresh line with One Direction will be sold in the U.S. at mass retail and be priced at $7 for a power toothbrush and $4 for the toothpaste.

Brush Buddies, which last year launched singing toothbrushes with a $14.95 Justin Bieber toothbrush, is introducing a One Direction version this fall. It'll play two of the band's songs -- "What Makes You Beautiful" and "One Thing" -- each for the two-minute time length dentists recommend brushing, said Jeff Mellin, director-marketing.

Its Bieber model became the leader in the licensed manual toothbrush category in less than a year, selling $4.62 million for the 52 weeks ending in March 2012, according to Nielsen.

It's not a completely new category, though -- Hasbro introduced a Toothtunes toothbrush that played Hilary Duff songs in 2006.

Contributing: Laurel Wentz

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