Rembrandt Powers Into New Toothpaste Category With Electric Brush Formula
This article was originally published in The Tan Sheet
Executive Summary
Den-Mat's Rembrandt Power Brush Whitening Gel aims to fill a gap in the toothpaste category as the first premium whitening formula designed to be used with an electric toothbrush, the company said
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Den-Mat's Rembrandt Power Brush Whitening Gel aims to fill a gap in the toothpaste category as the first premium whitening formula designed to be used with an electric toothbrush, the company said. The dentifrice, rolling out now, features a patented formula that "addresses the unique need of electric toothbrushes," Den-Mat said. The .15% sodium monofluorophosphate gel is designed to stay on the moving head of the brush, thereby "enhanc[ing] the superior whitening and oral hygiene benefits provided by electric toothbrushes," the company claimed. The gel also offers less spatter, less abrasion and increased lubrication than other toothpaste items, Den-Mat added. A 2.6 oz. tube of the cavity-fighting formula retails for $6.99. Rembrandt Power Brush is expected to capitalize on the growing demand for electric toothbrushes, the firm stated. Reflecting a flurry of recent activity in the value-priced electric toothbrush category, Procter & Gamble acquired Dr. John's SpinBrush in December 2000 and Gillette is planning to introduce Oral-B Cross-Action Power in April as its first entry-level battery brush. Den-Mat plans to support the launch of Power Brush with sampling, the company said. Drugstore.com, for example, is offering free Power Brush toothpaste with the purchase of select Oral-B electric toothbrushes. TV and print ads also will be considered after the dentifrice reaches full distribution. Separately, Den-Mat is launching a new print ad campaign for Rembrandt 3-in-1 Whitening Gel, Mouthwash and Anti-Cavity Toothpaste. Breaking now, the ad features a close up of 3-in-1 with a blurred cell phone in the background and the statement, "So popular, it may get its own cell phone." The ad claims the product "whitens, cleans and freshens breath all in one easy step." Original mint-flavored 3-in-1 launched in 2001; the company is now adding a spearmint flavor to the line. The toothpaste's lower price point is intended to attract a wider consumer base than other Rembrandt whitening items (1 (Also see "Rembrandt 3-in-1 Targets Wider Consumer Base With Lower Price Point" - Pink Sheet, 8 Oct, 2001.), p. 6). |