The alpha hydroxy acid-based product will get more than $12 million in marketing support, including an $8 million TV campaign from McCann-Erickson Worldwide, New York, and a 500,000-piece in-store and direct mail sampling program, developed in-house.
Other new products
Warner-Lambert Co. is extending its Lubriderm hand and body moisturizer line with the introduction of Moisture Recovery Alpha Hydroxy and Moisture Recovery GelCreme via J. Walter Thompson USA, New York. An estimated $6 million will be spent on advertising the two new products, plus coupon and trial size support.
Parfums Christian Dior is introducing its newest fragrance, Hydrastar. An ad campaign, created in-house, is running in the October and November issues of Vogue. The product will be sold only by Saks Fifth Avenue stores until Feb. 1, and then will become generally available.
Cadbury Beverages will join the battle in the burgeoning four-pack juice category with the national introduction in January of Mini Mott's aseptically packed 4.23-ounce juice boxes. The forthcoming product is now rolling out in the New York and Philadelphia market areas, and it will be supported by promotions from Ryan Partnership, Stamford, Conn.