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Marketing in Brief: Del Labs

This article was originally published in The Rose Sheet

Executive Summary

Del Labs: Orajel Gold sensitive teeth toothpaste for adults contains "33% more fluoride than any other sensitive teeth toothpaste," according to the company. The dentifrice is targeted to "baby boomers who are beginning to have gum recession problems" Del Labs said. Orajel Gold's October launch will be supported by 30-second TV commercials in December. Additional promotional activities include FSI coupons for 79 [cents], dropping in Nov. 16 newspapers, trial size products for 79 [cents] and product sampling aimed at dentists. The "fresh minty gel" is available in a 2.3 oz. and 4 oz. sizes priced at $2.96 and $4.76. The Orajel line also includes regular Orajel for toothache, Baby Orajel for teething and Baby Orajel Tooth & Gum cleanser...
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