Prior to the infomercial for the Oral-B Plaque Remover, Braun was a second place contender to the category leader Interplak. Braun decided to integrate an infomercial into its marketing mix because the product could not be adequately demonstrated in a 30-second or 60-second spot. The infomercial format provided time to thoroughly demonstrate the product’s benefits. Braun increased its market share significantly, and overtook its competitor to gain the leadership position within the product category. The infomercial was also very effective in helping expand the category.