Gillette Co., Boston, will launch a marketing campaign next month to promote its Braun Oral-B Plaque Remover, its largest non-holiday effort for the line of powered toothbrushes. The campaign, from Lowe
& Partners/SMS, New York, will include print and TV spots breaking April 18 and in-store displays promoting discounts on the entire Plaque Remover line. The price tag for the entry-level model, the Braun Oral-B Plaque Remover D6011, will drop below $20 from a suggested retail of $29.99. The promotion also includes a PR campaign built around among the citizens of Brush, Colo. With about $3 million earmarked for TV advertising, the campaign is a breakthrough for the toothbrush line, said Doug Koval, product manager for powered-assisted toothbrushes at Braun. It's the first time the line has received this much
Copyright March 1999, Crain Communications Inc.