Deep Sweep will be supported with $20 million in print and TV advertising from Leo Burnett USA, Chicago, and will be touted in some additional Crest marketing efforts valued at an estimated $10 million.
NOT `THE' MAJOR STEP
Deep Sweep is "a first but small step toward righting their oral-care business, but not the major one we're looking for," said PaineWebber analyst Andrew Shore, referring to the company's long-awaited new toothpaste to compete against Colgate-Palmolive Co.'s coming Total launch and also to correct a previous marketing misstep.
That blunder was the 1995 launch of the disappointing Crest Gum Care in lieu of a baking soda/peroxide toothpaste (AA, Aug. 5).
P&G was expected to introduce a new toothpaste this fall but that is now said to have been pushed back until early 1997.
P&G TAKES A BRUISING
In both the $1.5 billion tooth-paste and $519.6 million tooth-brush categories, P&G is being bruised by competitors from Colgate to Gillette Co.'s Oral-B.
For the 52 weeks ended June 30, Crest's market-leading share of the toothpaste business was 28.4%, down from 29.7% a year earlier and 34.8% in 1992, according to Information Resources Inc. Colgate managed a slight increase for an 18.8% share while Chesebrough-Pond's Mentadent was off fractionally to 11.8%.
In toothbrushes, Crest saw an even more dramatic drop. Share fell from to 11.3% for the 52 weeks ended June 30, from 14.2% the previous period, while Oral-B went from 22% to 24.7% and the new Mentadent brush grabbed a 5% share.
DEEP SWEEP TAKES PREMIUM SLOT
Earlier this summer, P&G began simplifying the name of its Crest Complete toothbrushes to just Crest. Crest Deep Sweep will now become the premium-price entry in the line, with an expected average retail price of $2.49 compared to $2.25 for Crest.
In presentations to retailers, P&G is favorably comparing the brush to Mentadent.
The brush, designed to clean plaque from between teeth and along the gumline, features rippled bristles for better penetration between teeth, a rubber grip handle and a mix of short and long bristles with round ends for safer brushing.
Couponing will include an October introductory drop with a coupon valued at just under $1.
ARM & HAMMER ADDS 3
In toothpastes, Church & Dwight Co. is adding three new products to its Arm & Hammer lineup: Extra Whitening, Sensitive and Smooth Spearmint.
The company will spend an estimated $13 million through January on toothpaste advertising via Partners & Shevack, New York, and promote the products with more than 200 million consumer coupons and sampling in dental offices.