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When he was running Colgate-Palmolive Co.'s North American business, Ed Fogarty often said, "If you're not the lead dog, the view never changes."

Since becoming president-CEO of Tambrands eight months ago, Mr. Fogarty's vista is finally from behind the podium. But Colgate is still in the picture. This July the two companies will team up, sampling Colgate's rejiggered Lady Speedstick deodorant on 5.5 million boxes of Tambrands' Tampax.

Despite the move to do more promotions, Tampax's offer to be the sponsor was rebuffed last week by the Women's Tennis Association Tour.

Mr. Fogarty is looking for incremental market share for Tambrands in the $682 million tampon category, where the impact of Toxic Shock Syndrome is finally starting to recede after 10 years. And he's considering more: "We're looking at other promotional ventures with other marketers with the idea of moving more toward co-branding."

Joint promotions-first tried last year in the category by Tambrands rival Playtex, which connected with both American Home Products' Advil and Gillette Sensor for Women-are just one of Mr. Fogarty's strategies for moving the tampon marketer forward.

He boosted Tambrands' ad budget at BBDO Worldwide, New York, to $25 million in 1994 and will up it slightly again in 1995.

"After years of stagnating, the market grew last year without significant product news," he said. He said Tambrands' share grew when realigned on a quarterly basis, rising from a 48.6% dollar share and 52% unit share in first quarter to 51% and 54.3%, respectively, in the fourth quarter.

Tambrands is sharing its 1995 push among Tampax tampons, Tampax Lites and Satin Touch. Satin Touch with a glossy cardboard applicator pulled a 5.5% incremental share in January, its first month out, according to Nielsen North America.

Mr. Fogarty denied speculation Tambrands would introduce yet another new product-Tampax Tampets, a digitally inserted tampon-in the U.S. this year.

He said it was just rolled out in the U.K. and the company has to first focus in the U.S. on the Tampax brand and Satin Touch.

Mr. Fogarty also plans to revisit extending the Tampax name to other sanitary products but not before the company wins back the 10 or so share points it lost to the $1.1 billion sanitary napkin business in the wake of Toxic Shock.

While he's not planning acquisitions to take the company beyond feminine protection, he does see room in a year or so to license the Tampax name in other categories.

"They still have the No. 1 brand in image and equity certainly in tampons ... they have to find ways to leverage that brand," said Bob LePre, consultant, New England Consulting Group, Westport, Conn.

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