Warner-Wellcome plans to spend $15 million advertising Lubriderm in the next 15 months, breaking a year-long broadcast hiatus for the brand. A new spot featuring Lubriderm's symbol for dry skin--an alligator--began running this week, via J. Walter Thompson USA, New York. Lubriderm ranks third in body-lotion brand shares with about 10% of the market. Vaseline Intensive Care and Jergens rank Nos. 1 and 2, respectively.
Copyright October 1995 Crain Communications Inc.