Advertising Industry
Industry: Email Alert RSS FeedFlower Power - new Palmolive dishwashing liquids - Brief Article - Statistical Data Included
Brandweek, June 28, 1999 by Christine Bittar
Colgate--Palmolive is looking early this fall to add froth to the dish detergent category with Ultra Palmolive Spring Sensations, a line of fragrant, aromatherapy-like hand dishwashing liquids to be backed by an estimated $20 million TV campaign via Young & Rubicam, N.Y. In a flat category that has been lacking in innovation, Colgate is betting that the flowery, female-oriented line can grab enough attention--and shelf space--to push its No. 2 brand past Procter & Gamble's long-time leader, Dawn.
Most RecentAdvertising Articles
In a category that historically has been driven by two key elements, cleaning' ability/grease cutting and hand' mildness, C-P is taking a leaf from the beauty aids segment and adding standout packaging to encourage faster consumption among female consumers who would welcome an indulgence during the tedious task of washing dishes. Colgate-Palmolive was not available for comment.
The line debuts in early fall in in three fragrances: Spring Blossom, Ocean Breeze (an antibacteria formula) and Botanical Blend, each formulated in coordinating colors Visible through the clear bottles, and packaged with matching colored bottle tops and label graphics that communicate the flowery, cool clean ocean and natural scents, respectively. Spring Blossom is pink, Ocean Breeze blue and Botanical Blend violet.
Likely tagged, "It's like spring cleaning for your dishes," Spring Sensations is not intended to leave residual hints of fragrance behind on clean dishes or hands, according to trade sources who have been briefed on the pending launch.
While some industry consultants are concerned that Spring Sensations is gimmicky and will not amount to much more than a passing fad, retailers seem enamored of the line's differentiation and packaging. "This is the nicest line I've seen in the category; it's very appealing and won't be a phase... definitely a top-shelf item," said a retail category manager.
Colgate is hoping the line will make washing dishes appealing enough for consumers to pay a higher price to get the job done, even if they are doing it themselves. Sensations is a concentrated liquid (consumers tend to use more per usage) and is line-priced with C-P's other Ultras, but packaged in smaller bottles of 13 and 25 ozs., making it more costly per use. That should yield an 11% reduction in the purchase cycle, as C-P trade materials state.
To back the launch, Colgate will drop two full-page, dual-coupon, national FSIs on Oct.31 and Dec. 5 to coincide with the TV ads, expected to break early in November. Last year, Colgate spent $10 million on ads for Palmolive Ultra Antibacteria, while P&G put $16 million into supporting Dawn Special Care Dishwashing Liquid, per Competitive Media Reporting.
Brought to you by CBS MoneyWatch.com
- 10 Best Places to Retire
- Companies with the Best 401(k) Plans
- Most Important Document for Your Heirs? It's Not Your Will
- Video: Should You Expect to Retire Rich?
- Over 50? Here's How to Get (and Keep) a Great Job
Most Recent Business Articles
- Your feedback
- Why fly solo when an executive assistant can accelerate your CLNC® business?
- The CLNC® mentors held the key to my first case and to my CLNC® success
- Atlanta CLNC® 6-day certification seminar photo galleryplus sign up today for spring 2009 to save $100.00
- Announcing the 2009 NACLNC® conference keynote speaker, Stedman Graham: move like a maverick for breakaway CLNC® success at the 2009 NACLNC® conference
Most Recent Business Publications
Most Popular Business Articles
- Using object-oriented analysis and design over traditional structured analysis and design
- Big Fish Games Migrates Upstream to Fisher Plaza; High Growth Online Gaming Firm Vaults Fisher Plaza Occupancy Rate Above 90%
- Top of the line: some of the world's most well-respected doctors practice in South Florida. A guide to choosing the best physician specialists - Top Doctors in South Florida
- BEHR Paints Introduces a Colorful New Way to Paint and Prime All in One with BEHR Premium Plus Ultra™ Interior
- Sand filter basics: high-rate sand filters can be confusing for those new to the business. Understanding valve modes is the key

