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Marketing in Brief: Colgate-Palmolive

This article was originally published in The Rose Sheet

Executive Summary

Colgate-Palmolive: Lady Speed Stick Invisible Dry antiperspirant provides consumers "protection in a stick without leaving a white residue" while offering the same odor protection benefits as the original Lady Speed Stick, the company said. Supported by a $10 mil. ad campaign and $5 mil. in promotional activities, Invisible Dry is positioned as a "no-white residue" antiperspirant without the "sticky" and "less effective" aspects of the popular clear antiperspirant/deodorant offerings. Print and TV ads designed by New York City-based Young & Rubicam will run January-September. Promotions include couponing and sampling beginning in December. On-counter in October, a 1.4 oz. Invisible Dry stick is available in Shower Fresh, Powder Fresh, Scented and Unscented formulas and costs about $1.79...
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