UNILEVER ADDS PRODUCTS TO MENTADENT, VIC BRANDS: FULL REVAMP FOR INTENSIVE CARE; PORE STRIPS LINE ALSO EXTENDED

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Unilever Home & Personal Care North America is launching two products to bolster its Mentadent and Vaseline Intensive Care brands, plus a third to capitalize on the success of its Pond's Pore Strips.

In the $1.5 billion toothpaste category, the marketer later this summer will introduce Mentadent Ice, with a sensory experience for the mouth targeted to young adults and teens, according to retail executives.

They expect the product to be supported by $10 million to $15 million in print and TV advertising alone.

AGENCY NOT KNOWN

Ammirati Puris Lintas, New York, is agency of record, though Gotham, New York, has been working on some Mentadent creative (AA, March 9). Unilever executives could not be reached for comment on the product or which agency has the assignment.

Mentadent Ice will follow the launch of the Mentadent Pro Care toothbrush, which Unilever began supporting in February with $14 million in media.

As Unilever cuts back on individual items under its Vaseline Intensive Care umbrella to focus on four core products (Dry Skin, Advanced Healing, Aloe & Botanicals and Antibacterial), it will introduce four new hand and foot specialty products, said to be Feet ManiCure, Young Hands, New Feet and Skin Repair.

INTENSIVE CARE

Spending on the new products hasn't been disclosed, but the entire Vaseline Intensive Care line will be backed by $30 million in advertising this year, via McCann-Erickson Worldwide, New York.

Vaseline Intensive Care leads the $836 million hand and body lotion category.

The extension of Pond's Pore Strips will be contoured strips for the chin, forehead and cheeks.

Pond's is handled by Ogilvy & Mather, New York.

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