Aquafresh Gum, Lozenges Carry "For Oral Care - Anytime, Anywhere" Tagline
This article was originally published in The Tan Sheet
Executive Summary
SmithKline Beecham is moving its Aquafresh brand beyond the traditional dentrifice category into what appears to be the confectionary market.
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SmithKline Beecham is moving its Aquafresh brand beyond the traditional dentrifice category into what appears to be the confectionary market. Aquafresh Dental Lozenges and Dental Gum shipped to food, drug and mass outlets in mid-April, carrying claims pointing to anti-plaque acids, teeth cleaning, breath freshening and, in one SKU, whitening. With the tagline, "For oral care - anytime, anywhere," labeling recommends the lozenges and gum for use "when you're on the go and can't brush." Chewing the gum or using the lozenges "helps restore the mouth's natural defenses in minutes to help keep your teeth clean - especially after meals and snacks.... helps fight the causes of tooth decay by neutralizing plaque acids" and "kills bad breath germs on the tongue," SmithKline claims. A graph on the back panel explains the negative effect eating has on mouth pH and the positive effect of the products on restoring mouth pH to normal levels. Aquafresh Triple Protection Dental Lozenges come in Extra Fresh Mint flavor, while the gum is available in Fresh Mint, Peppermint and Mint Whitening. The 20-count versions of the lozenges and Extra Fresh Mint and Peppermint gum have suggested retail prices of $1.99, while a 40-count box of gum in those flavors is priced at $3.19. The Whitening gum is sold in 16- and 32-count SKUs at $1.99 and $3.19, respectively. A print and TV ad campaign and promotions, including FSIs, in-store programs and sampling, are imminent. The whitening gum formula contains the "Triclene" system employed in Aquafresh whitening toothpaste, but makes no specific claims about teeth whitening apart from the name. Directions on the gum packaging suggest chewing two pieces simultaneously. "Aquafresh Dental Gum and Dental Lozenges are not considered a drug, so they do not fall under monographs," SmithKline said. The products include the "Nutrition Facts" box required of foods; ingredients are listed, but not as active or inactive. The new Aquafresh items appear to have beaten another extension of a familiar oral care brand to store shelves. Warner-Lambert's Cool Mint Listerine PocketPaks breath strips are expected to reach mass outlets in August (1 (Also see "Cool Mint Listerine PocketPaks Breath Strips Slated For Summer Launch" - Pink Sheet, 28 Feb, 2000.)). PocketPaks' claims are restricted to bad breath germs, unlike the Aquafresh offering. Competitors in the "dental gum" category include Church & Dwight's Arm & Hammer Dental Care Gum, W-L's Trident Advantage, GumTech's DentaHealth Gum and BreathAsure Dental Gum. BreathAsure's plaque reduction claim was recently reviewed by the National Advertising Division of the Council of Better Business Bureaus (2 (Also see "BreathAsure Gum Plaque Claim Will Specify Prevention Per NAD Request" - Pink Sheet, 15 May, 2000.)). GumTech ran into trouble with FDA over several DentaHealth claims, including "Fights plaque between brushing." DentaHealth contains xylitol - a plaque acid-fighter also found in the new Aquafresh products - and baking soda. In deciding to relabel its product and sell it as an OTC drug, GumTech contended xylitol is a dietary sugar alcohol that fulfills the anticaries claim (3 (Also see "GumTech Relabeling DentaHealth Gum after Receiving "Courtesy" Letter" - Pink Sheet, 21 Sep, 1998.)). SmithKline also has launched Tagamet HB 200 Liquid cimetidine, the first suspended H2 antagonist to reach U.S. shelves. Claimed to work four times as long as antacids, the mint-flavored suspension in 12 oz. bottles shipped April 17. FDA approved the product (NDA 20-951) last July (4 (Also see "Tagamet HB 200 Suspension Safety Data In Children Requested By FDA" - Pink Sheet, 19 Jul, 1999.)). Although SB lost its market exclusivity for cimetidine last year, the Tagamet HB liquid is its first extension of the line. Private label pressure and extensions by brand name competitors likely have led the firm to look for new ways to attract users. In addition, SB also has jumped back into the herbal supplement market with sleep aid Alluna, a blend of valerian root extract 500 mg and hops extract 120 mg. Claimed to "promote a healthy sleep pattern," Alluna "helps your body maintain its own natural sleep pattern so you wake up refreshed," the firm said. Packaging notes Alluna is not a drug, is not habit forming, causes no side effects and can be taken for an extended period. Alluna, which shipped March 15, is SB's re-entry into the herbals category since scrapping a full launch of its Abtei brand in 1997. The product is sold in 28- and 56-count versions. Other large drug companies - such as W-L, Whitehall-Robins and Bayer - have launched herbal lines in recent years with lackluster results. The herbal is supported by "Healthy Sleep Matters," an informational program designed to help Alluna users develop healthier sleep patterns, SB said. A Web site and brochures provide advice on sleeping. Consumers can mail in a package insert survey for a $2-off coupon; the Web site offers a $1-off coupon. |