Wrigley Eclipse Flash Strips Look To Challenge Listerine PocketPaks
This article was originally published in The Tan Sheet
Executive Summary
Wm. Wrigley Jr. Company will attempt to take a bite out of Pfizer Consumer Healthcare's market share in the portable oral care category with Eclipse Flash Strips, launching mid-third quarter
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Wm. Wrigley Jr. Company will attempt to take a bite out of Pfizer Consumer Healthcare's market share in the portable oral care category with Eclipse Flash Strips , launching mid-third quarter. Wrigley plans to support the launch with significant ad spending beginning late the same quarter. The ads will be developed by Chicago-based BBDO and carry the tagline: "Fresh breath at the speed of life." Although Wrigley would not say whether it planned sampling programs and a public relations campaign for Flash Strips, Pfizer successfully used such approaches to promote its Listerine PocketPaks , which launched in October (1 (Also see "Warner-Lambert" - Pink Sheet, 15 Oct, 2001.), In Brief). Each 24-count dispenser of Eclipse Flash Strips is expected to be priced at the high end of the gum category and below the cost of a comparable amount of PocketPaks, Wrigley noted. The breath strips will be sold at the front end of stores with confectionery items and will come in two flavors: cinnamon and mint. Wrigley, which is manufacturing the product itself, noted Flash Strips do not contain any active ingredients and do not make any therapeutic claims. Rather, they are intended as a breath freshener, similar to mints. The point could prove important. Pfizer has noted its PocketPaks contain the same ingredients as Listerine mouthwash and have been clinically shown to kill 99.9% of bad breath germs in 30 seconds (2 (Also see "Cool Mint Listerine PocketPaks Breath Strips Slated For Summer Launch" - Pink Sheet, 28 Feb, 2000.), p. 3). Pfizer could try to highlight the difference between the two products in its own advertising. The stakes are high; while Wrigley would not offer sales projections for Flash Strips, the firm estimated the size of the category could reach approximately $200 mil. in sales. Listerine PocketPaks generated $80.5 mil. in sales for the 52 weeks ended April 21, according to data from Information Resources, Inc. (Chicago). Although Flash Strips themselves are not a drug product, their positioning against PocketPaks will place them in a therapeutic category. Wrigley introduced its Surpass antacid chewing gum in early 2001 (3 (Also see "Wrigley Healthcare's Surpass Antacid Gum Shipping Feb. 19" - Pink Sheet, 19 Feb, 2001.), p. 8). |