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TMCNet:  Orabrush, Inc. Appoints Nationally Renowned Video Marketing Expert Joel Ackerman as Creative Director

[January 22, 2014]

Orabrush, Inc. Appoints Nationally Renowned Video Marketing Expert Joel Ackerman as Creative Director

OREM, Utah --(Business Wire)--

Orabrush, Inc. today announced the appointment of Joel Ackerman, YouTube (News - Alert) advertising hitmaker and social media strategist, as creative director. In this newly created position, Ackerman will oversee creative strategy for the company's bad breath brands - Orabrush and Orapup - and lead Orabrush's creative team to produce engaging content on YouTube for other brands.

An original member of Orabrush's creative team, Ackerman's writing and directing propelled the company's YouTube channels to more than 50 million combined views. Prior to his appointment, Ackerman relocated to Los Angeles to write for film and television, and wrote and directed the viral sensation, "Girls Don't Poop," a YouTube advertisement for the company Poo-Pourri.

"Joel is a unique and talented artist who knows the zeitgeist of YouTube," said Jeff Davis, CEO of Orabrush. "Content creation is a critical component of our reverse marketing model (RMM), and Joel's knack for developing and writing content that not only entertains, but converts to action, is second to none. As we grow and expand our video marketing model to build brands for others, we are confident in our ability to lead in content creation under Joel's creative direction."

Over the course of his career, Ackerman's videos have driven millions in sales and been featured in The New York Times, ABC's "Nightline," The Wall Street Journal, TechCrunch, Advertising Age (News - Alert) and many more. At Orabrush, Ackerman has written and directed more than 100 video, including:


  • "Bad Breath Test - How to Tell When Your Breath Stinks" - Made on a shoestring budget, the original Orabrush video has garnered more than 18 million views and catapulted Orabrush into a successful e-commerce business. The video drove demand from dozens of international retailers, which contacted Orabrush requesting to carry the company's tongue cleaner. As one of the first consumer products to exclusively use YouTube advertising to build its brand, Orabrush has been cited as a marketing case study by experts worldwide, and today is distributed in 25 countries and more than 30,000 retail stores.
  • "Orabrush the Movie-Official Trailer" - Spoofing The Social Network, this video dramatizes Orabrush's origin story and has amassed nearly 2 million views. It was selected as an official honoree of the 2012 Webby Awards, the leading international award honoring excellence on the Internet.
  • Diary of a Dirty Tongue - The company's web series featuring Morgan the Orabrush Tongue ran for a year and a half and helped Orabrush build up a sizable base of subscribers. During this time, Orabrush became the third most subscribed sponsor channel on YouTube, behind only Old Spice and Apple (News - Alert).

"I am beyond excited to come home to Orabrush," said Ackerman. "In my experience, online video can be the most effective marketing medium for any brand, and I look forward to collaborating with our creative team to boost Orabrush's brand voice online and reapply our success to other brands."

Ackerman's professional background also includes developing Red Bull's first web series, Exit Vine, and writing and producing two ads for Binaca breath spray. He has also collaborated with popular YouTube personalities, including Rhett & Link, Toby Turner and Wheezy Waiter. In addition to his comedic chops, Ackerman was recognized as Mr. BYU at the Provo, Utah-based university, where he graduated with a B.A. in Media Arts.

About Orabrush

Orabrush, Inc. is an online video marketing brand builder. The company leverages expertise in YouTube content creation, optimization and advertising to commercialize innovative products. Using its "reverse marketing model" with YouTube, the company has delivered unprecedented results in awareness and conversion driving online to offline sales with its line of oral care products (www.orabrush.com), including the Orabrush tongue cleaner; the Orabrush tongue foam powered by Orazyme; and the Orapup dog breath brush (www.orapup.com). Backed by True Ventures and 2x Consumer Product Growth Partners, Orabrush's products are sold in 25 countries, 75 retailers and more than 30,000 retail stores globally.


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