Ipana is a toothpaste product manufactured by Bristol-Myers Company. Wintergreen-made toothpaste (0.243% sodium fluoride is the active ingredient) reached its peak market penetration during the 1950s in North America. Marketing Ipana uses a Disney-created mascot named Bucky Beaver in the 1950s.
Video Ipana
Introduction and initial popularity
Ipana was introduced in 1901 by the Bristol-Myers Company in New York. Ipana was a major and early sponsor on US radio broadcasts starting in 1923 with The Ipana Troubadors program. A series of popular records were issued under the name by Columbia from 1925 to 1931. Sam Lanin was the leader and contractor of the studio group.
Maps Ipana
Magazines promotion
In the 1950s, Bristol-Myers women's magazine saturated with a broad-based monthly ad campaign for Ipana. Magazines such as Better Houses and Gardens, Real Stories, and McCall are targeted to cover a wide range of women's interests; However, all campaigns but ignore men's magazines, and this weakens the brand by leaving the perception that Ipana is a product for women and children.
Decrease and brand withdrawal
Ipana sales declined throughout the 1960s. In the early 1970s, because:
- increased marketing efforts from Bristol-Myers Procter & amp; Gamble, Colgate, and more,
- the increasing popularity of color television, where the Bristol-Myers program is not interested in investing, and
- the company's recognition that drugmaking is more profitable than buying television commercials to sell personal hygiene products,
Bristol-Myers attracted many basic care products, including Ipana, from the market. In 1979, Ipana had been stopped entirely in the United States, but still sold elsewhere in the world.
Ipana was never proposed to the American Dental Association's Council on Dental Therapeutics for possible acceptance by ADA as effective decay-fighting toothpaste.
Re-vitalizations
In 1986, a new gel version of Ipana containing two fluorides was introduced in Turkey. In 2005, River West Brands, a Chicago-based brand revitalization company, reintroduced Ipana into the US market. Currently, the Ipana brand is the leading toothpaste in Turkey.
The River West Brands escaped from Ipana in October 2009. River West sold the Ipana and IP related brands to Maxill Inc. from Canada. Maxill, one of the top three best-selling toothbrushers in Canada, brings Ipana back to life in early 2011 as a "retro brand" in a professional dental market, where Maxill dominates the category of oral hygiene.
This now means "open" eg. Open - & gt; Opana - & gt; Ipana.
Television ad
Bucky Beaver (voiced by Jimmie Dodd) is Ipana's advertising icon and mascot icon from the 1950s. Bucky Beaver's slogan is "Brushes, brushes, brushes. Get a New Ipana - it's cool to your teeth!" Mr Decay Germ, stylish as D.K. Germs, are criminals in Ipana's toothpaste ad. In an ad, Bucky Beaver told him, "Mr. Decay Germ, stay away from me, I'm sick and tired of holes, disturb others now."
Comic Strip Ad
Stan Drake, comic strip artist The Heart of Juliet Jones, started his career as an illustrator for comic strip advertising agency Johnstone and Cushing In an interview with Shel Dorf for the National Cartoonists Society he said he learned to draw beautiful girls in Ipana the ads he did for they.
In popular culture
In the name Frances Westcott, Frances Bergen, wife of ventriloquist Edgar Bergen and mother of actress Candice Bergen, worked for Powers Modeling Agency, and her face appeared as "Ipana Girl" in a toothpaste advertisement in a magazine.
Before becoming a counter-cultural poet, Allen Ginsberg worked on the "Brusha, Brusha, Brusha" campaign as a market researcher. Jingle was referenced in a scene in the 1978 film version of the Grease music (built on a passing line that mentions Bucky Beaver in the original stage music), and then appears in a live-aired version, for which production obtains performance rights. & lt; ref & gt;
See also
- List of toothpaste brands
- Index of dental and dental hygiene articles
- List of inactive consumer brands
References
External links
- LeBrun, Fred. (January 14, 1987) Times Union The Beaver's Name. Section: Local; Page B1.
- Hartill, Lane. (January 14, 1999) K. Smith of Malden, Mass. Ask, What happened to Ipana Toothpaste? Section: Home Forum. Page 23.
- Cadenhead, Rogers. (March 31, 1999) New Jersey Notes In search of Ipana toothpaste. Section: Your Time; Page 5.
- Wallace, David. (August 6, 2004) Delta Farm Press. Beavers diligently have friends and detractors. Volume 61; 32nd Edition; Page 16.
- Stein, Betty E. (February 14, 2005) The News-Sentinel Uncover the fate of those brands that have never been forgotten. Sections: A; Page A8
- http://www.old-time.com/commercials/1930's/Smile.html co-marketing Ipana and Sal Hepatica in the 1930s
Source of the article : Wikipedia
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