SKB Unleashes Aquafresh into Gum Aisles

Brandweek,  Feb 21, 2000  by Christine Bittar

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Seeing opportunity in the increased momentum for chewing gums that boast dental benefits, SmithKline Beecham will enter the category with a new entry that leverages its Aquafresh toothpaste brand.

Early this spring, SKB will launch Aquasfresh Dental Gum and Aquafresh Dental Lozenges, supported by a $15 million TV campaign. The emerging segment, which started in 1998 with Church & Dwight's Arm & Hammer Dental Care Gum, has also spurred growth in the typically flat sugarless gum category by 8.5% last year (see related story page 4).

Observable in initiatives from food to vitamin supplements and beauty care, marketers have been tweaking product lines and repositioning them in a bid to win maturing baby boomers. Arm & Hammer's entry and Colgate-Palmolive's Colgate Total toothpaste quickly became top sellers by homing in on one of the biggest dental concerns among aging consumers: plaque and gingivitis.

Arm & Hammer's gum, which unlike other sugarless gums is merchandised with toothpaste rather than candy has seen direct competition from Breath Assure Dental Gum, although Warner-Lambert's Trident has also added plaque-fighting messages to ads.

SKB in April will be shipping eight Aquafresh gum/lozenge SKUs: Extra Fresh Mint and Peppermint, Dental Gum, and Extra Fresh Mint Dental Lozenges in 20 and

40-count packs, and Mint Whitening Dental Gum in 16-and 32-count packs.

Advertising will break in June with creative focusing on "triple protection:' and likely using the tag," When you're on the go and can't brush, you can still get triple protection." Grey, New York, is Aquafresh's agency

SKB, which has seen its Aquafresh brand benefit from adding SKUs and boosting ad spending, will tout the gum and lozenges as helping to keep teeth clean, neutralize plaque acids and freshen breath; lozenges are played up for use when chewing gum is not appropriate. SKB has told retailers it expects the new entries to build more than $60 million in incremental oral care sales.

FSIs are planned for June 18, and Aug. 6 for $1 and Oct.25 for 55 cents. Freebie offers are planned for June along with rebates sampling in stores and at Six Flags amusement parks.

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