Whiteners put the polish in toothpaste sales

Drug Store News, Oct 6, 1997 by Peter Malbin

"We try and support effective promotional vehicles in general," Schuldt of Smith-Kline Beecham said. "We offer a variety of promotional packs. For a retailer that wants to offer added value to their consumer without getting into deep discounted prices, that is one way. The consumer would pay an average of $4.99 for a 6-ounce tube and get an 8-ounce tube."

One of the ways Smith-Kline is trying to promote its Aquafresh whitening toothpaste is by attaching a free 1.3-ounce sample to the Aquafresh Flex Direct toothbrush, the company's premium brush.

"It is working extremely well. Our orders from the retail trade are double our original forecast," said Michele Klingensmith, senior brand equity manager for Aquafresh Flex toothbrushes.

Supplier buzz

New from Butler is the G-U-M Pulse Plaque Remover power-assisted toothbrush. Said to be different from other power-assisted toothbrushes that feature vibrating or rotating bristles, the Pulse has pulsating action that company representatives say enhances brushing performance. In addition, the brush is battery powered, doing away with electric-powered bases.

The bristle trim and design reflects the Butler G-U-M Super Tip high performance manual toothbrush. Refills are available in twin packs to reduce consumers' out-of-pocket expenses and to encourage more manual toothbrush users to trade up.

Advertising and promotional support includes more than $4 million in national television commercials, with the bulk of the ads a appearing in November, December and February. Professional support includes detailing and sampling to dental offices nationwide.

Radius, the makers of the right- or left-handed over-sized ergonomic toothbrushes, launched last week Scuba-Z brushes. The new brush features a flexible rubber neck and handle that absorbs excess hand pressure, reducing ham to the gum line. Six thousand hexagonal nylon bristles occupy the wide oval head.

The Scuba-Z collection features funky, bright contrasting colors and a soft, rubbery handle with grooves and bumps for better gripping.

Also on tap for fall is a new line of colors for the original Radius. The beach glass translucent colors feature a new buffed handle.

Addressing an emerging consumer concern with gum care J&J personal Products has released the Reach Tooth & Gum Care Toothbrush. Johnson & Johnson is introducing its first use of feathered-bristle technology in a brush meant to be easy on gums, yet tough on plaque.

The brush is offered in soft or medium bristle strength and has a suggested retail price of $2.99. The launch is being supported by television ad, two FSIs and targeted direct mail.

Other recent launches in the Reach family include The Plaque Sweeper, the Interdental and, for small mouths, the compact-headed Plaque Sweeper.