Very serious research from Tropicana has revealed that 80% of orange juice drinkers agree brushing one’s teeth before a cold glass can ruin the taste of the citrus beverage. That’s why this week, in time for the very serious holiday National Brush Day, Tropicana  teamed with its agency Cramer-Krasselt to launch a sweepstakes to win a limited-edition toothpaste formula that won’t ruin the taste of OJ.

The mint-flavored toothpaste was specially formulated with Dynamic Blending Specialists, a personal care manufacturer, and promises maximum OJ flavor protection. This was achieved by removing the ingredient sodium lauryl sulfate, a cleaning agent that produces a bitter taste when combined with the juice of an orange.

 

 

 

 

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A post shared by Tropicana (@tropicana_juices)

Videos posted to Tropicana's Instagram page address the outcry that inspired the campaign. Twitter users quoted in the spot wrote that the combination of toothpaste and OJ tastes like everything from battery acid to crayons and floor. The narrator triumphantly decrees the new toothpaste formula will allow Tropicana "to taste like Tropicana" while a model holds a glass of juice and a toothbrush in each hand, perhaps encouraging one to try both at once.