For all of 1995, Braun spent about $25 million, according to Competitive Media Reporting. But from May 1995 to date, spending was just under $30 million, according to the company, now looking to boost spending by 40%. Lowe & Partners/SMS, New York, is the agency.
Among the new products is an improved Braun Oral-B Ultra Plaque Remover, supported by more than $11 million in TV advertising between now and December. This version will be priced higher than the original Plaque Remover, which will continue to be sold.
More unique, however, is the Braun Oral-B Interclean power flosser, said to be the first of its kind.
A $3 million TV campaign will begin in October, preceded by more than $2 million in professional advertising and sampling to dentists and hygienists.
Also on tap for Braun is $15 million in TV and print spending behind the Braun Flex Integral Shave, up from $3 million last year, and more than $10 million in TV and print for the Thermoscan electronic infrared ear thermometer.
Braun acquired the latter product in November and began selling it in North America effective April 1, adding its own brand to the package.
The marketer will spend $10 million on promotions, including couponing, for the thermometer this year.