Big and shiny smile can sell a product, no doubt. Especially, when it comes to oral care brands. One of the giants on this market, Colgate, is launching a new packaging for its tooth brush and toothpaste line featuring faces of members of boy band One Direction, in the US next month. The launch of the new packaging coincides with the release of 1D’s album in November.

Photo: Colgate’s One Direction line, www.popdust.com (click to enlarge)

The range includes the new Colgate MaxFresh Power Toothbrush with an oscillating head, the One Direction Colgate Maxfresh Manual Toothbrush, and the toothpaste. The new brushes will be sold at $7 and the toothpaste with the “fresh mint” flavor will be available at $4, so it won’t cost much for the band’s diehard fans to get the guys in their bathrooms—on the products, of course, not in person.

In September, the X-Factor-formed band, which album has turned platinum, teamed up with Pepsi for a new humorous commercial together with NFL quarterback Drew Brees. Apparently, the English guys are starting to feel more at home in the US with a bunch of collaboration with American brands, including Colgate, Pepsi and Hasborо.