Church & Dwight Going At Millennials Hard With Its Gummies
This article was originally published in The Rose Sheet
Executive Summary
Church & Dwight is reaching out to Gen Y with a splashy Vitafusion digital campaign across social media platforms including Instagram and YouTube, as well as music streaming site Pandora, Chief Marketing Officer Britta Bomhard said Sept. 4 at the Barclays Global Consumer Staples Conference in Boston. The company is also launching new packaging claiming “clinically proven absorption.”
You may also be interested in...
Church & Dwight Has International ‘Bright Spot’ In Q2, 'Huge Opportunities' For WaterPik
Firm's consumer products international business showed 6.9% organic growth to $176.1m on higher volume in personal care brands as investments in its export business pay off, says CEO Matthew Farrell. It expects further upside in its non-US business with opportunities to grow the WaterPik power toothbrush brand.
Vitafusion Ads Aim To Bounce Gummy Competitors' Gains From Discounts
Church & Dwight introduces Vitafusion gummy vitamin ads to counter aggressive promotional discounting by competitors in the segment. The firm's domestic sales grew 9.7% in the third quarter on product launches and as digital sales soared 70%.
Church & Dwight's Hair-Building Toppik Line Sets E-Commerce Bar
CEO Matthew Farrell says just 1% to 3% of C&D's sales currently are online, but the firm is learning new tricks from its recently acquired Toppik Hair Building Fibers brand, which generates around a third of its sales through e-commerce platforms. Meanwhile, the "serial acquirer" has an eye peeled for new category opportunities.