Procter & Gamble 375

One of radio’s biggest advertisers, Procter & Gamble, unveils a new electric toothbrush with a charging base that contains a built in Alexa smart speaker.

The new product, the Oral-B Guide, will carry a $230 price tag and incorporates technology that provides users with real-time feedback and fitness-tracker-like functionality that tracks brushing performance, while also streaming a favorite radio station or catching up on news and sports headlines through the smart speaker voice-activated technology. P&G unveiled the new product at the recent CES 2020 in Las Vegas.

The unit was designed for a bathroom environment with its compact, water-resistant base small enough to fit on a sink counter. It integrates WiFi-enabled capabilities and functions just like any other Alexa speaker. “You can even control your smart home or order replacement brush heads – just ask Alexa,” P&G said in a release.

The base contains a four-segment LED timer, which serves as a timer for the user who is brushing their teeth, along with the capability to tell if one is brushing too hard, the Cincinnati Business Courier reports. The base works like a fitness tracker, capturing information on each brushing session than be accessed by an app or via email summaries, with tips on how to improve brushing.

An exclusive Inside Radio analysis of Media Monitors data shows P&G nearly doubled its radio spot volume last year, clocking in with 2.32 million spots in 2019, compared to 1.22 million in 2018. The new data shows P&G was radio’s third largest advertiser in 2019, based on spot volume, trailing only The Home Depot and GEICO.