Colgate-Palmolive
This article was originally published in The Rose Sheet
Executive Summary
Spending $4 mil. to advertise its Softsoap brand in the third and fourth quarters of 1994. The company is streamlining the Foaming Shower Gel line into two formulas -- Deodorant and Moisturizing with Aloe -- by discontinuing the baby oil version and combining the moisturizing and aloe versions into one. Colgate also is repackaging Softsoap in "more contemporary bottle" with "designer" labels and an "updated" logo. Available now, the updated line is being promoted with four FSIs