Arm & Hammer Advance Breath Care Line To Generate $65 Mil. In First Year
This article was originally published in The Tan Sheet
Executive Summary
Church & Dwight's four-product Arm & Hammer Advance Breath Care System is expected to generate sales of $65 mil. within a year of its September debut.
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Church & Dwight's four-product Arm & Hammer Advance Breath Care System is expected to generate sales of $65 mil. within a year of its September debut. The toothpaste, mouthwash, gum and mints will be backed by a "record" $50 mil. marketing campaign, according to trade materials. The firm's Arm & Hammer P.M. launch last year was supported with a $10 mil.-$15 mil. spend (1 (Also see "Arm & Hammer P.M. Extension Launches With $10-$15 Mil. Ad Campaign" - Pink Sheet, 14 Feb, 2000.)). Promotions for the system will include a $20 mil. TV ad campaign, slated to break in November, as well as FSIs and distribution of 12.5 mil. free samples through direct mailers, retail outlets and dental offices. Targeted to "breath care fanatics," ads and marketing materials will carry the tagline, "Three hour power to keep breath fresher longer." According to Church & Dwight consumer research, 75 mil. American adults are "concerned" about fresh breath and 45 mil. are looking for new breath care solutions. Advance Breath Care System, with active ingredient sodium fluoride, is the only oral care line formulated with baking soda and zinc to neutralize breath, Church & Dwight claimed. The line will be stocked in the mouthwash section of mass market outlets, where 80% of breath care consumers shop, the firm said. Products will retail for $1.49-$3.99. The launch could help Church & Dwight, which ranks fifth in the toothpaste category, gain market share points on fourth-ranking Mentadent marketer Chesebrough-Ponds, based on data from Information Resources, Inc. (Chicago). For the 52 weeks ended June 17, C&D toothpastes generated sales of $107.4 mil. and held a 6.3% market share compared to $166.6 mil. and 9.8% for Chesebrough-Ponds. The system also marks C&D's foray into the mouthwash and breath mint categories, and is in line with its commitment to enter one new product category every four to five years (2 (Also see "Church & Dwight" - Pink Sheet, 12 Mar, 2001.)). The pending launch caps an aggressive few months for the company, which recently announced it would acquire Carter-Wallace, a purchase projected to increase C&D's personal care business more than three-fold to nearly $500 mil. (3 ). |