How Do You Tackle The Leaders? Aim Toothpaste vs. Crest and Colgate

Speaking at the American Association of Advertising Agencies (4A's) 1974 Eastern Annual Conference, Executive Vice President of Ogilvy & Mather New York, Charles Fredericks, explains how his agency marketed a new toothpaste brand, Aim, in a market dominated by Crest and Colgate.

How Do You Tackle The Leaders? Aim Toothpaste vs. Crest and Colgate

Charles Fredericks

In 1971, when work began on Aim, the fluoride toothpaste market was dominated by Procter & Gamble's Crest and Colgate's Colgate which between them held 73%. In this fact-filled presentation, Mr. Fredericks shows how an attractive new product, a clear blue gel, was able to get a sizeable toe-hold on the competitive ladder with the help of an omnibus strategy and some mighty convincing advertising and promotion.

How Do You Tackle the Leaders? That's the subject of the morning session. In this...

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