>>How one of last year’s launches is faring
Product:
Oral-B Brush Aways
Company:
Gillette
Launch date:
January 2005
It appears that Gillette hit the spot when it decided to throw its Oral-B brand into the anywhere, anytime tooth-cleaning arena with the launch of Oral-B Brush Aways in January 2005.
Less than a year after launch, the finger patch-style toothbrush offering has clocked up impressive sales worth £1.97m [ACNielsen Scantrack 47 weeks to November 26, 2005].
Available in 54% of all possible outlets [ACNielsen four weeks to November 26, 2005], it has also managed to build quite a healthy distribution with a strong presence in a number of big outlets including Asda, Tesco, Morrisons and Boots. It has also won listings with Somerfield.
Aimed at tapping into consumers’ growing desire for on-the-go oral hygiene following the growth of products such as fresh-breath soluble strips and sugar-free tooth-cleaning gum, Brush Aways are textured teeth wipes that promise to give consumers a ‘just brushed’ feeling, at any time or any place.
And, according to Gillette, the product is clinically proven to be two-thirds as effective as a normal toothbrush.
Not surprisingly, the company is delighted with the performance of the product, which it said at launch had already proven a big hit in the US. “The launch of Oral-B Brush Aways met our most ambitious expectations with high visibility in-store and a great consumer response,” a spokeswoman said.
In terms of ongoing success, Gillette believes it has found the secret to persuading consumers to buy the product again. “The secret to encouraging repeat purchase is for retailers to maintain the positioning of the product in high visibility areas at impulse locations,” she said.
With this in mind, the company’s focus this year is to drive sales directly with in-store PoS activity, engage with the consumer and reinforce product usage occasions.
Product:
Oral-B Brush Aways
Company:
Gillette
Launch date:
January 2005
It appears that Gillette hit the spot when it decided to throw its Oral-B brand into the anywhere, anytime tooth-cleaning arena with the launch of Oral-B Brush Aways in January 2005.
Less than a year after launch, the finger patch-style toothbrush offering has clocked up impressive sales worth £1.97m [ACNielsen Scantrack 47 weeks to November 26, 2005].
Available in 54% of all possible outlets [ACNielsen four weeks to November 26, 2005], it has also managed to build quite a healthy distribution with a strong presence in a number of big outlets including Asda, Tesco, Morrisons and Boots. It has also won listings with Somerfield.
Aimed at tapping into consumers’ growing desire for on-the-go oral hygiene following the growth of products such as fresh-breath soluble strips and sugar-free tooth-cleaning gum, Brush Aways are textured teeth wipes that promise to give consumers a ‘just brushed’ feeling, at any time or any place.
And, according to Gillette, the product is clinically proven to be two-thirds as effective as a normal toothbrush.
Not surprisingly, the company is delighted with the performance of the product, which it said at launch had already proven a big hit in the US. “The launch of Oral-B Brush Aways met our most ambitious expectations with high visibility in-store and a great consumer response,” a spokeswoman said.
In terms of ongoing success, Gillette believes it has found the secret to persuading consumers to buy the product again. “The secret to encouraging repeat purchase is for retailers to maintain the positioning of the product in high visibility areas at impulse locations,” she said.
With this in mind, the company’s focus this year is to drive sales directly with in-store PoS activity, engage with the consumer and reinforce product usage occasions.
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