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PROVO, Utah — Tongue cleaner manufacturer Orabrush has added David Kelley, founder and chairman of the global innovation and design firm IDEO, and Mikel Chertudi, senior director of global media and demand marketing at Adobe, to its recently formed advisory board.
As advisory board members, Kelley and Chertudi will lend their expertise to the Orabrush team as the company builds on the momentum created by its digital marketing strategy on YouTube.
After struggling with traditional marketing methods to gain traction with its patented tongue cleaner, Orabrush finally saw success after implementing what it calls its "reverse marketing model." Through this model, Orabrush was able to cultivate an online fan base through the use of YouTube videos. With more than 47 million channel views, the company has the third most-subscribed sponsor channel on YouTube — behind only Apple and Old Spice — and ultimately transformed that online support into nationwide distribution at nearly 30,000 retail locations around the world.
"We pioneered this reverse marketing model, and found tremendous success in a relatively short amount of time," stated Jeff Davis, CEO of Orabrush. "As we look ahead, we want to explore avenues that allow us to best capitalize on our inventive model while building a strong infrastructure to support growth. David is an icon in product design and marketing and has worked with the best companies in the world. Mikel has a wealth of knowledge in digital marketing and analytics. They will both bring expertise to guide us on the best path to take moving forward."