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of Ipana commercials from the 1950s. Bucky Beaver's slogan was "Brusha, brusha, brusha. Get the New Ipana—it's dandy for your teeth!" Mr. Decay Germ, stylized as D.K. Germ, was the villain in the Ipana toothpaste commercials. In the commercials, Bucky Beaver told him, "Mr. Decay Germ, stay away
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to Maxill of Canada in
October 2009. Maxill, one of the top three selling toothbrush makers in Canada, reintroduced Ipana in early 2011 as a "retro brand" in the professional dental market, where Maxill had come to dominate the professional oral hygiene category. Maxill extended the Ipana name to
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to Ipana toothpaste. Television ads at that time proudly proclaimed that this ingredient made Ipana superior to competitive toothpaste brands in germ-killing power. Hexachlorophene was later removed as it was found to be dangerous.
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were targeted to cover the broad range of women's interests; however, the campaign all but ignored men's magazines, and this weakened the brand by leaving the perception that Ipana was a product for women and children.
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Bristol-Myers withdrew many of its basic care products, including Ipana, from the market. By 1979, Ipana had been discontinued entirely in the United States, but was still sold in other countries.
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Ipana was introduced in 1901 by the
Bristol-Myers Company of New York. Ipana was an early and significant sponsor of United States radio broadcasts, starting in 1923 with the program
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In 2005, River West Brands, a
Chicago-based brand revitalization company, re-introduced Ipana into the U.S. marketplace. River West Brands sold the brand and related
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338:. Decades later when they emerge, their supply of discontinued toothpaste is evidence that they really did live underground for so many years.
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the company's recognition that manufacturing pharmaceuticals was more lucrative than buying television ads to sell personal hygiene products
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In the 1950s, Bristol-Myers saturated women's periodicals with a broad-based monthly ad placement campaign for Ipana. Magazines such as
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334:: a family mistakenly lives underground in a fully stocked private nuclear bomb shelter after a jet plane crash during the
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In 1986, a gel version of Ipana containing two fluorides was introduced in Turkey, and became a leading toothpaste there.
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the increase in the popularity of color television, in whose programming
Bristol-Myers was uninterested in investing, and
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325:), and subsequently appeared in a live televised version, for which the production acquired the performance rights.
300:, worked for the Powers Modelling Agency, and her face appeared as "the Ipana Girl" in toothpaste ads in magazines.
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worked on the "Brusha, brusha, brusha" campaign as a market researcher. The jingle is referenced in a scene in the
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557:, "The Birth of the Beat Generation: Visionaries, Rebels, and Hipsters, 1944-1960," Pantheon Books, 1995, p.119.
206:'s Council on Dental Therapeutics for possible acceptance by the ADA as an effective decay-fighting dentifrice.
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European New
Product Report. (November 21, 1986) "Gel formulation of Ipana toothpaste introduced in Turkey."
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Bucky Beaver was for the inspiration of the name and mascot of the Texas based gas station
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was the leader and contractor of the studio group. From 1934 to 1940, the brand sponsored
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Sales of Ipana declined throughout the 1960s and into the early 1970s, due to:
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K. Smith of Malden, Mass. Asks, Whatever happened to Ipana
Toothpaste?
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he said he learned to draw pretty girls via the ads he did for Ipana.
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from me. I'm sick and tired of cavities. Go bother someone else now."
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Apocalypzia.com. 16 February, 2010. Retrieved 27 February, 2021.
321:(which built upon a passing line mentioning Bucky Beaver in the
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508:"Funny Business: The Rise and Fall of Johnstone and Cushing"
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increased marketing efforts from
Bristol-Myers' competitors
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What a
Character! 20th Century American Advertising Icons
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The
Science Is In: Stripe Toothpaste with Hexachlorophene
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72:-flavored toothpaste, with active ingredient 0.243%
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543:Frances Bergen, Actress and Homemaker: 1922-2006.
116:. After Allen switched sponsors, Ipana sponsored
80:-created mascot named Bucky Beaver in the 1950s.
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659:Industrious beavers have friends and detractors.
573:Will Do That No Live TV Musical Has Done Before"
669:Uncovering the fates of never-forgotten brands.
477:The Advertising Age Encyclopedia of Advertising
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328:The toothpaste is mentioned in the 1999 movie
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592:"10 Things You Didn't Know About Buc-ee's"
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376:Index of oral health and dental articles
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262:, artist of the newspaper comic strip
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480:. Taylor & Francis. p. 868.
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664:Stein, Betty E. (February 14, 2005)
643:Cadenhead, Rogers. (March 31, 1999)
602:from the original on August 11, 2018
16:Toothpaste product by Bristol-Myers
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634:Hartill, Lane. (January 14, 1999)
449:Dotz, Warren; Morton, Jim (1996).
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653:Wallace, David. (August 6, 2004)
640:Section: The Home Forum. Page 23.
624:LeBrun, Fred. (January 14, 1987)
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474:McDonough, J.; Egolf, K. (2015).
303:Before becoming a counterculture
288:Under the name Frances Westcott,
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202:Ipana was never submitted to the
84:Introduction and early popularity
567:Rich, Katey (January 29, 2016).
453:. Chronicle Books. p. 118.
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675:Two Products Make People Smile
648:In search of Ipana toothpaste.
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136:In 1959, Bristol-Myers added
526:National Cartoonists Society
437:National Library of Medicine
278:National Cartoonists Society
173:Brand decline and withdrawal
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650:Section: Your time; Page 5.
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204:American Dental Association
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677:co-marketing of Ipana and
228:sodium monofluorophosphate
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439:. Retrieved 21 June 2018.
371:List of toothpaste brands
265:The Heart of Juliet Jones
631:Section: Local; Page B1.
292:, wife of ventriloquist
238:Bucky Beaver (voiced by
152:Better Homes and Gardens
19:For the moth genus, see
700:Defunct consumer brands
590:Abrahamsen, Elizabeth.
272:. In an interview with
323:original stage musical
296:and mother of actress
400:1959 Ipana Toothpaste
270:Johnstone and Cushing
66:Bristol-Myers Company
695:Brands of toothpaste
336:Cuban Missile Crisis
183:Procter & Gamble
132:With hexachlorophene
91:The Ipana Troubadors
671:Section: A; Page A8
541:(October 18, 2006)
331:Blast from the Past
145:Magazine promotions
105:The Fred Allen Show
538:The Globe and Mail
513:2013-01-16 at the
284:In popular culture
118:It's Time to Smile
110:The Hour of Smiles
666:The News-Sentinel
645:New Jersey Record
629:Name that Beaver.
596:Wide Open Country
487:978-1-135-94906-8
313:1978 film version
114:Town Hall Tonight
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626:Times Union
577:Vanity fair
240:Jimmie Dodd
126:Dinah Shore
70:wintergreen
689:Categories
606:August 11,
493:2021-11-11
387:References
260:Stan Drake
242:) was the
62:toothpaste
305:beat poet
274:Shel Dorf
246:icon and
244:marketing
100:Sam Lanin
600:Archived
511:Archived
349:See also
343:Buc-ee's
276:for the
165:McCall's
96:Columbia
404:YouTube
187:Colgate
120:, with
569:"What
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457:
318:Grease
248:mascot
78:Disney
68:. The
60:was a
24:(moth)
30:Ipana
22:Ipana
608:2018
482:ISBN
455:ISBN
162:and
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