THE MAKER OF ARM HAMMER™ TOOTH TUNES™ INTRODUCES THE FIRST MUSICAL ONE DIRECTION TOOTHBRUSH IN NORTH AMERICA!

THE MAKER OF ARM & HAMMER^™ TOOTH TUNES^™ INTRODUCES

THE FIRST MUSICAL ONE DIRECTION TOOTHBRUSH IN NORTH AMERICA!

Enjoy A Private Concert with One Direction While Brushing Your Teeth

 

Ewing, NJ February 14, 2013 — Church & Dwight Co., Inc., the maker of ARM & HAMMER^™ is

excited to announce that pop sensation One Direction is joining the ARM & HAMMER^™ Tooth

Tunes^™ branded products family. Now teens can brush their teeth along with Niall, Zayn, Liam,

Harry and Louis to their favorite One Direction songs. It’s like a private One Direction concert in

their mouth!

Two new ARM & HAMMER^™ Tooth Tunes^™ toothbrushes will be available, each featuring a charttopping

single from One Direction:

• “What Makes You Beautiful” performed by One Direction
• “One Thing” performed by One Direction

Similar to the nine Tooth Tunes^™ toothbrushes launched in July 2012, each One Direction

ARM & HAMMER^™ Tooth Tunes^™ toothbrush features two minutes of music to encourage longer

brushing and ensure that kids achieve the dentist’s recommended brushing time.

“We’re thrilled to announce our partnership with One Direction and are sure that kids will not only

enjoy brushing along with the pop phenomenon, but will have better brushing habits as a result,”

said Tim Seitter, VP of Oral Care Marketing, Church & Dwight Co., Inc.

ARM & HAMMER^™ Tooth Tunes^™ Music in Your Mouth^™ technology streams sound vibrations

from the bristles of the toothbrush through the teeth, allowing kids to hear music while they brush.

This patented technology delivers high quality sound by broadcasting music into the jaw, which is

then transmitted through the inner ear, allowing the person brushing their teeth to hear the music.

The ARM & HAMMER^™ Tooth Tunes^™ One Direction toothbrushes, brought to you by the #1 kid’s

battery-powered toothbrush brand, have a suggested retail price of $9.99 and will be available at

mass, drug, and food retailers nationwide beginning February 2013.

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