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• Grew
to No. 1 market share position within product category
• Grew
retail sales by over 400%
Prior to the infomercial for the Oral-B Plaque Remover, Braun was
a second place contender to the category leader Interplak. Braun
decided to integrate an infomercial into its marketing mix because
the product could not be adequately demonstrated in a 30-second
or 60-second spot. The infomercial format provided time to thoroughly
demonstrate the product benefits. Braun increased its market share
significantly and overtook its competitor to gain the leadership
position within the product category. The infomercial was also
very effective in helping expand the category.
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