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In Brief: Speed Stick Ultimate

This article was originally published in The Tan Sheet

Executive Summary

Speed Stick Ultimate: First major line extension of the Speed Stick brand is positioned to a "younger segment" of consumers -- males age 15-29, Colgate-Palmolive says. The white solid antiperspirant, which "goes on dry without white residue," contains a "continuous antibacterial protection formula that kills odor-causing germs and delivers 24-hour protection," the company claims. New TV ads under the Speed Stick "Just for the Guys" umbrella will support the September launch, as will FSIs and extensive sampling beginning in November. Available in four scents -- Northern Ice, Cool Spice, Active Fresh and Sport Talc -- and an unscented formula, the antiperspirant will be priced the same as original Speed Stick products...

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