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 case, (the leaders are) Procter & Gamble and Colgate in the toothpaste category. Look familiar?

Norman Rockwell, – "Look, Ma, No Cavities."