Advertising Industry
Industry: Email Alert RSS FeedP&G'S SECRET: NEW EXTENSION REPLACES ULTRA: MARKETER HOPES NEW FORMULA TURNS PLATINUM INTO PRODUCT GOLD.
Advertising Age, March, 1999 by Cardona, Mercedes M.
Procter & Gamble Co. this spring will roll out a line extension of Secret that it will tout as the strongest non-prescription deodorant protection on the market.
Secret Platinum Protection debuts in May and will replace P&G's 5-year- old Secret Ultra Dry.
Secret's agency, Leo Burnett USA, Chicago, will handle the launch campaign. P&G wouldn't disclose the budget, but it spent $22 million on Secret and its extensions during the first 11 months of 1998; about $10 million was dedicated to Secret Ultra Dry alone, according to Competitive Media Reporting.
SLUGGISH CATEGORY GROWTH
Observers see the launch as a bid by P&G to retain leadership in a slow-moving category. Total dollar sales of deodorants grew only 5.3% in 1998 to $1.59...
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