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Church & Dwight

This article was originally published in The Rose Sheet

Executive Summary

Arm & Hammer dentrifice/antiperspirant marketer plans to introduce at least one line extension every 18 months and enter at least one new product category every four to five years, VP-R&D Raymond Bendure states. Company is continuing initial sell-in of several new items, including Sensation toothpaste, Dental Care Kids Gum, Advance White Gum and invisible solid deodorant/antiperspirant, all under Arm & Hammer label. Recent FSI offers free trial size or $1 off larger tubes of Sensation toothpaste, which is labeled to provide "exhilarating clean that lasts." TV ads running now

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