Ipana's Slogans & Taglines

Ipana was an American toothpaste brand introduced by the Bristol-Myers Company in 1901. It quickly became a runaway success as the first toothpaste to include a disinfectant in its formula, helping to prevent bleeding gums. The wintergreen-flavored product propelled Bristol-Myers from a regional company into an international success. In 1923, the brand became a major sponsor of radio programming with The Ipana Troubadors, introducing the compound slogan Ipana for the Smile of Beauty; Sal Hepatica for the Smile of Health. In 1954, Bristol-Myers turned to Disney Commercial Studios to develop Bucky Beaver as its marketing mascot, voiced by Mouseketeer Jimmie Dodd, who composed the trademark jingle Brusha, brusha, brusha. Get the new Ipana — it's dandy for your teeth. Despite being a top-selling brand through the mid-1960s, Ipana was discontinued in the United States in 1968 amid competitive pressure from Crest and Colgate. The brand was later revived by trademark specialists and, in 2009, acquired by Canadian medical supply company Maxill. Today, Ipana remains in production and is the leading toothpaste brand in Turkey.

Brand messaging evolved from the beauty-focused promise Ipana for the Smile of Beauty to the playful, child-friendly jingle Brusha, brusha, brusha in the 1950s, reflecting its shift from a general-family toothpaste to a brand targeting children with animated advertising.