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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Eclipse Flash Strips $50 Mil. Ad/Promo Campaign Gets Underway
Wm.Wrigley Jr. Company is spending $50 mil. on an "integrated" marketing and advertising campaign to back the ongoing launch of Eclipse Flash Strips
Warner-Lambert
First-year sales of Cool Mint Listerine PocketPaks strips, which launched nationwide Oct. 9, expected to exceed $100 mil., company says. W-L and ad agency J. Walter Thompson (New York) plan to launch $40 mil. campaign including TV, other mediums within next few weeks (1"The Tan Sheet" July 9, p. 4). PocketPaks, which kill odor-causing mouth germs, received promotional support from network TV's Regis & Kelly show when exuberant co-host Kelly Ripa tried strips on air and gave them an enthusiastic review. Over the last few months, W-L has sent free samples to several TV stations, professional sports teams and modeling agencies across the country, firm says