The personal and oral-care launches are being planned as Colgate also prepares for a massive $80 million-plus rollout of its long-awaited Total antibacterial toothpaste extension (AA, July 21).
Speed Stick Ultimate, which features continuous antibacterial protection and 24-hour protection against perspiration and odor, will be backed with new TV commercials from Y&R Advertising, New York, that pick up Speed Stick's "Just for the guys" theme.
Couponing and sampling also will be used.
The new product is aimed at 15-to-29-year-olds with packaging that's graphically designed to appeal to that younger audience.
Colgate currently ranks behind category leader Procter & Gamble Co. and No. 2 Gillette Co. in the $1.4 billion antiperspirant/deodorant category. But Colgate has been showing solid sales increases, with sales up 7.2% to $190.9 million for the 52 weeks ended March 30, according to Information Resources Inc.
That makes it one of the fastest-growing brand franchises in the category.
Colgate Tartar Control Plus Whitening toothpaste will be supported by TV, also from Y&R, breaking in October along with coupons and refunds promoted in stores.
"New value-added products are driving category growth and sales," said Jack Haber, general manager of U.S. Oral Care at Colgate. This is "the first tartar control toothpaste with an added benefit [of] whitening."
BAKING SODA & PEROXIDE
Earlier this year, No. 2 Colgate-again behind P&G's No. 1 Crest-introduced Colgate Baking Soda & Peroxide Whitening toothpaste with a $26 million TV campaign plus $5 million in promotion.
That product was meant to blunt the advance of SmithKline Beecham and others that had already introduced whiteners. SmithKline Beecham's Aquafresh, for instance, posted a sales increase of 17.6% and an 11.4% share for the 52 weeks ended June 29.
Total is expected to add as much as 5 share points to Colgate's current 19.7% share.