Toiletries and cosmetics: Oral health

 

After 40 years of category leadership, Crest was surpassed by its arch rival Colgate with the launch of Colgate Total. With the aim of taking back top spot, Procter & Gamble launched Crest Pro-Health, ...

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communicatio ...

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competi ...

Listerine had been the brand that 'kills the germs that cause bad breath' for over 126 years, but it was not doing especially well in Canada. As the oral health care landscape began to evolve in the l ...

The challenge for the innovative Aquafresh Tooth and Tongue brush was to create a new oral care regime of tongue cleaning. Not only did consumers need education, they also needed to be persuaded that ...

This case study tells the story of how Listerine was first repositioned, in response to a faltering performance, from a breath freshener to an oral hygiene and dental defence brand. It then shows how ...

Listerine PocketPaks (LPP) was a completely unknown product, unlike anything that was currently available in the market. International research and empirical consumption habits highlighted the fact th ...

This paper looks at how Bonjela, a leading brand in a relatively small healthcare category, is, through its advertising, growing into a stronger brand that is driving overall category growth. A major ...

Colgate Total is building momentum across Europe with share results confirming a 1 - 2 point uplift by market following the first phase/ introduction of 'Tom Total'.

Campaign in 1998 by DMB&B for Bonjela (for mouth sores). Objective: increase penetration and expand market (many mouth ulcer sufferers never treat it). `Stressed urban professionals' the target market ...

Campaign in 1998-1999 by J Walter Thompson for Listerine mouthwash. Objective: make brand an essential part of oral care routine: Listerine, used twice a day, kills more harmful bacteria than toothpa ...

How brand advertising for Colgate, 1995-7, helped Colgate to its highest-ever share of the UK toothpaste market. Brand was vulnerable to own-label. Objective: to position Colgate more strongly as havi ...

This paper seeks to explain the contribution played by planning in putting the legend back into Listerine, and restoring the brand's stature to that achieved during the heyday of its success with Clif ...

Sensodyne's challenge was to move away from its niche position as a form of medication to become a widely consumed brand, used by the majority of the population. A TV advertising campaign was launched ...

1992-3 campaign in Quebec for Listerine Original mouthwash, incorporating the launch of new variant Coolmint: objective was to break through considerable resistance to Listerine (shown by research) an ...

'Kiss' is an example where planning provided an insight into the toothpaste target audience and its hedonistic and sensual attitude to life that extends into other brands and products. This awareness ...

Certs Minis was a new extension to the Certs line of portable breath fresheners, launched 1992. Highly competitive marketing environment described. Need to convince a cynical younger audience that thi ...

1989 UK launch of a new oral care product. Advertising had to be educational and straightforward: 'demonstration with a touch of humour'. TV used to build awareness, supported by press with coupons to ...

The toothbrush market had started to grow in the 1980s following the launch of premium priced brands. Oral-B achieved market leader position within 2 years and has maintained it ever since.

The paper reviews the first use of TV advertising for Gold Spot mouth freshener - which had been around for nearly 20 years - in TVS in January 1988 and its effective contribution to the continuing gr ...

Re-launch TV campaign for Listerine, 1985-88. Market history described. Although the two Warner Lambert brands, Listerine and Listermint, were leading the market, growth had become static, and own-lab ...

The paper outlines the background to the dramatic growth in the mouthwash market in the UK in the 1970s. It argues that the modification of consumer attitudes and behaviour that this has entailed is l ...

1979 launch of a new denture cleaning brand, the first acid cleaner in tablet form in the world; aimed at removing tartar (for which the alkaline cleaners such as Steradent were not designed). A pre-l ...