P&G taps NHL star as Gillette brand ambassador
WASHINGTON — Procter & Gamble has inked a multiyear partnership with National Hockey League star Alex Ovechkin to serve as a Gillette brand ambassador.
Ovechkin will appear in advertising and marketing in support of the men’s grooming brand in Russia and Eastern Europe, and will collaborate with Gillette to create charity programs that will contribute to youth hockey development in the region, as well as the Washington, D.C., area.
The first campaign includes two television commercials, print and online advertisements, and point-of-sale materials featuring Ovechkin’s name and likeness.
"We are excited about our partnership with Alex. He is one of today’s fiercest competitors and a dedicated professional who is committed to working with us to help develop younger hockey players," stated Svetlana Stishkova, Gillette marketing director for Russia. "We are looking forward to working with him in Russia and Eastern Europe to help us launch the latest addition to the Gillette Fusion family and the new series of Gillette products for sensitive skin."
Ovechkin, the Washington Capitals left wing, burst onto the scene in 2005 and won the Hart Memorial Trophy, which is awarded to the Most Valuable Player, in 2008 and 2009. He also won the Lester B. Pearson Award in 2008, 2009 and 2010. He is the first player in NHL history to be named a First Team All-Star in each of his first five NHL seasons, and he is only the fourth player in history to score more than 200 goals in the first four years of his career, joining hockey icons Wayne Gretzky, Mario Lemieux and Mike Bossy. In July 2009, Ovechkin was named "Official Ambassador" to the 2014 Winter Olympics in Sochi, Russia.
Added benefits, regimens brighten oral care segment
Shoppers are becoming more focused on health and wellness — and they are making the connection between oral health and overall health — so they increasingly are moving from the value segment to premium products, not to mention oral care regimens.
“With more than 500 SKUs in the category, shoppers can find it overwhelming and complicated to select the right oral care products. GlaxoSmithKline understands the importance of good oral health, as families spent $102 billion for dental services last year,” stated Janet Carter Smith, VP corporate development for GSK.
Clearly the challenge is how to help consumers connect with the products that offer the best solutions for them and their loved ones; however, many manufacturers are working to overcome those hurdles by developing products with added benefits.
For example, while the toothpaste segment has experienced very modest growth — up less than 2% for the 52 weeks ended Oct. 31 at food, drug and mass (excluding Walmart), according to SymphonyIRI Group — those products that provide therapeutic and sensitivity benefits helped fuel growth, as evidenced by GSK’s Sensodyne Pronamel toothpaste, which experienced strong double-digit growth during the same 52-week period.
There’s also an opportunity to drive growth in the oral care segment by encouraging consumers to use a regimen of products. For example, Procter & Gamble has seen success with its Crest 3D White regimen of strips, toothpaste, rinse and toothbrush.
“What we are finding … is that as we design products to look like they go together and we design them to work together, more and more consumers are buying regimens,” said Kevin Kelley, North America category associate director for oral care at P&G. “We are actually seeing, in the latest 12 months, a 12% increase in the number of households [that] buy two-plus segments at a time.”
To further drive sales of 3D White, P&G is shipping at the end of December its new 3D White Whitestrips 2 Hour Express, which promises noticeably whiter teeth in just two hours. The new product, priced at about $54, has four whitening treatments that can last up to three months each.
Live demos a biting success for Colgate
WINTER PARK, Fla. — Recent live demonstrations at 51 select drug stores nationwide proved successful for Colgate-Palmolive’s Colgate Total brand, according to promotional and marketing company Cosmetic Promotions.
While Colgate Total already is a leading brand for the manufacturer, the demo event, coordinated by Cosmetic Promotions, revealed some interesting findings. Out of the 360 people surveyed, 24% had not tried the product yet, and 57% said they would purchase it at a later date after they tried the product. Consumers were given a large sample of Colgate Total to take home, and 177 store associates were trained on product features and benefits.
Colgate Total is positioned as the only toothpaste with an antibacterial ingredient that adheres to teeth for 12 hours and does not wash away with food or drink.