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GILLETTE ADDING ALCOHOL-FREE MOUTH RINSES, TOOTHPASTES TO ORAL-B LINE

This article was originally published in The Tan Sheet

Executive Summary

GILLETTE ADDING ALCOHOL-FREE MOUTH RINSES, TOOTHPASTES TO ORAL-B LINE beginning in October. Oral-B will be joining a growing number of companies marketing alcohol-free mouth rinses with two products -- Anti-Plaque Rinse and Anti-Cavity Rinse. Anti-Plaque Rinse also comes in an 8% alcohol formula. Other firms with alcohol-free mouth rinses on the market include Bausch & Lomb (Clear Choice), Den-Mat (Rembrandt Mouth Refreshing Rinse), Spectrum Consumer (Spritz) and Tom's of Maine mouthwash. For use after brushing and flossing, Oral-B Anti-Plaque Rinses (cetylpyridinium chloride) are "clinically proven to kill plaque bacteria," labeling asserts. Gillette claims the Anti-Cavity Rinse (with .05% fluoride) provides "up to 40% fewer cavities." The anti-plaque and anti-cavity products are available in Natural Mint and Fresh Mint flavors, respectively, which according to labeling, leave the mouth "fresh and clean." The Anti-Plaque rinse is offered in 16- and 24-ounce sizes, while the Anti-Cavity Rinse is sold in a 16-ounce size. The Oral-B line is also being extended with two toothpastes: Tooth and Gum Care formula and Sensitive with Fluoride formula. Oral-B Tooth and Gum Care with .4% stannous fluoride is "formulated to fight plaque and cavities for a clean, healthy mouth," packaging declares. Oral-B Sensitive with Fluoride toothpaste contains 5% potassium nitrate and .225% sodium fluoride. The toothpaste is "clinically proven to relieve sensitive teeth," labeling says, and is "gentle on tooth enamel and gums." Gillette also noted that the product is less abrasive and better tasting than other toothpastes for sensitive teeth, which include Den-Mat's Rembrandt for Sensitive Teeth, Smithkline Beecham's Aquafresh Sensitive and Procter & Gamble's Denquel. Both of the new Oral-B toothpastes come in "natural" mint flavors. The Sensitive toothpaste is offered in three-, five- and seven-ounce sizes, while Tooth and Gum Care comes in three- and five-ounce tubes. Prices for the items range from a suggested $ 1.99 for the three-ounce Tooth and Gum Care to $ 3.99 for the larger anti-plaque rinse. The 16-ounce rinses all are priced at about $ 3.49, and a three-ounce Sensitive with Fluoride toothpaste retails for a suggested $ 2.79. Other Oral-B line extensions are the Advantage Plaque Remover toothbrushes, which are available in straight and angle designs with a choice of medium or soft bristles. Oral-B has budgeted $ 10 mil. for print and TV ads for the new mouth rinses in 1994, and $ 2 mil. for print ads for the toothpastes. The toothbrushes will be supported with $ 15 mil. in ad spending. The complete Oral-B line, which also includes dental floss and dental tape, will be backed with a $ 100 mil. budget for promotion and advertising in 1994. Gillette is planning to promote Oral-B products through the distribution of approximately 46,000 coupons in free-standing inserts on Feb. 6, 1994. The FSI will include coupons offering a free Oral-B rinse or toothpaste with the purchase of an Advantage Plaque Remover toothbrush, as well as a 75 " coupon for the toothbrush and 45 " for the dental floss or tape.
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