Arm & Hammer Enamel Care Sales Shine For Church & Dwight In Q2
This article was originally published in The Rose Sheet
Executive Summary
Arm & Hammer Enamel Care toothpaste helped the dental care brand achieve double-digit sales growth for the first time in four years, according to Church & Dwight Personal Care President Brad Casper
You may also be interested in...
C&D Replenishes Mentadent Brand With Liquid Calcium Technology
Church & Dwight is leveraging its liquid calcium technology to launch Mentadent Replenishing White toothpaste, President & CEO James Craigie said during a Feb. 8 earnings call
C&D Replenishes Mentadent Brand With Liquid Calcium Technology
Church & Dwight is leveraging its liquid calcium technology to launch Mentadent Replenishing White toothpaste, President & CEO James Craigie said during a Feb. 8 earnings call
Marketing In Brief
Arm & Hammer promotions: Church & Dwight is staging a $21 mil. promotional campaign behind Arm & Hammer Enamel Care toothpaste, including TV ads breaking in April, print ads appearing in late summer, in-store support and direct mail, firm reports. Church & Dwight introduced Enamel Care last month as the first and only toothpaste to combine liquid calcium and baking soda to bring back "radiant, bright, youthful smiles" (1"The Rose Sheet" Feb. 16, 2004, p. 10). Additionally, the firm unveiled clinical data demonstrating the benefits of Enamel Care's liquid calcium formulation during the International Association for Dental Research meeting in Honolulu, Hawaii, March 10-13. Studies presented at the meeting show Enamel Care produced a 23.4% improvement in tooth luster and a 13.7% reduction in roughness after three months of use, while staining was reduced 13% after six weeks, compared to regular fluoride toothpaste, which produced no changes in any of the categories, firm claims...