Driving toothbrush innovation through a cross-functional development team.

A cross-functional team was assembled to take on the project of developing a toothbrush that could deliver a "whole mouth clean." As such, this brush needed to not only demonstrate superior plaque removal from teeth, it also needed to provide a means for safe cleaning of soft oral tissues. During use, the brush needed to be comfortable both in hand and in mouth, and it required contemporary esthetics to help drive consumer acceptance.