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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Oral-B: CrossAction Power marks Gillette's first launch in the entry-level battery toothbrush segment, Gilette says. Expected to attract manual toothbrush users to battery toothbrush segment, CrossAction Power also is "ideal entry vehicle to our premium rechargeable toothbrushes," firm says. Bowing in April in North American food, drug and mass outlets, toothbrush will cost $6.99. Two-pack of replacement brush-heads will cost $6.99. Marketing campaign supporting launch will target consumers ages 18 to 35. In January, firm will introduce CrossAction Vitalizer manual toothbrush, proven to reduce gingivitis in four weeks, company says. Vitalizer will cost $3.99. Marketing campaign will target adults 25 to 54...

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