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Chese-Pond's

This article was originally published in The Tan Sheet

Executive Summary

Vaseline Petroleum Jelly Cream scheduled for October launch. The $ 2 mil. ad/promotional budget for the line extension includes introductory FSI containing a free trial size or $ 1 off a full size product, direct mail 75 cent coupons and samples, a $ 1.50 rebate with one proof of purchase, and free trial size products on 7.5 ounce packages of Vaseline Petroleum Jelly. Comprised of 30% Vaseline Petroleum Jelly, other emollients and vitamin E, the cream will be available in a 4.5 ounce jar or tube carrying a suggested retail price of $ 2.69. a 2 oz. tube is priced at $ 1.79 and a .85 ounce trial size at 99 cents. Chese-Pond's also is launching Vaseline Lip Therapy in October, supported with a $ 5 mil. print ad campaign. "Advanced" and "cherry" Lip Therapy formulas contain an SPF 15 sunscreen while the "medicated" formula includes camphor, allantoin, menthol and phenol.
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