Orawave doesn’t take its highly innovative oral hygiene products to the
grocery store without an escort in the form of a charity, the better to compete
with P&G and OralB. While many companies have tried charitable tie-ins from time to time, it appears to be the main marketing strategy for Orawave and all its products.

The Detroit News: Orawave
creates buzz with marketing tied to nationwide events by Barrett
Kalellis 

As of October of this year, Orawave began selling a specially packaged Pink Ribbon 2-minute TwinSpin toothbrush and the manual Care whitening toothbrush with retailers to benefit the Komen Foundation. Orawave will donate to the Komen Foundation 10 percent of retail sales of each product sold, up to $125,000
annually.