Calvin Klein Debuts Crave The New Scent For Men
Crave, the new scent for men from Calvin Klein, has been launched globally. “Crave appeals to a guy’s desire to attract women and ultimately get the girl,” said Hilary Dart, President, Calvin Klein Cosmetics Company.
The launch of Crave is backed by a multi-tiered global marketing campaign designed to reach guys who crave gadgets, sports, music and sex.
Colgate Simply White Whitening Gel Debuts
Colgate-Palmolive has introduced an at-home teeth whitening gel called Colgate Simply White. Colgate Simply White is easy to use and affordably priced at $14.99. Colgate is backing the launch with over $60 million. “Colgate Simply White eliminates the hassle associated with current at-home whitening products because it does not require trays, strips or cumbersome devices,” said Ian Cook, President, Colgate N.A.
dnL Soft Drink Introduced
Dr Pepper/Seven Up, Inc., has introduced a new full-flavored, carbonated soft drink called dnL, targeted to teens and young adults. Being the “upside-down” 7 UP, the new product is bright green in color, includes caffeine and features a blend of fruit flavors.
Marketing support for dnL includes non-traditional grassroots marketing programs, point-of-sale materials, and sampling initiatives incorporating an “upside-down” theme.
Anheuser-Busch Rolls Out Michelob ULTRA
Anheuser-Busch is launching its new low-carbohydrate beer, Michelob ULTRA nationwide. Michelob ULTRA has just 2.6 grams of carbohydrates per 12-oz. serving.
“Michelob ULTRA is a great tasting light lager for consumers interested in a beer with lower carbohydrates and calories” said Pat McGauley, Director, High End Brands.
Frito-Lay Introduces Reduced Fat Salty Snacks
Frito-Lay is eliminating transfats from its Doritos, Tostitos, and Cheetos snack products in 2003. The Company is eliminating the hydrogenated oils and converting to corn oil, a transfat-free oil, in the production of its salty snack products. Frito-Lay is also introducing Lay’s Reduced Fat chips and Cheetos Reduced Fat snacks.
Swiss Army For Her Fragrance Introduced
Wenger NA, makers of the genuine Swiss Army Knife, have introduced Swiss Army For Her, a fragrance for the contemporary woman: active-minded, engaging and on-the-go, yet warm and sensual. Swiss Army For Her follows the successful Swiss Army and Swiss Army Altitude fragrances for men.
The fragrance is available at better department stores and fragrance boutiques.
Sidney Frank Imports Cyopa Rum
Cyopa Rum has been introduced by Sidney Frank Importing. Cyopa’s bottle features a patented Active Label, animated by a backlight, which is activated each time the bottle is lifted.
The light illuminates pictures of dancers in sequence, giving the illusion that the dancers are moving. A music chip is also activated when the bottle is lifted, and a steel drum song, composed specially for Cyopa, accompanies the dance.
Hefty Zoo Pals Plates Deliver Novelty
Hefty has introduced Zoo Pals Paper Plates, featuring animal-themed plates with distinctive dipping wells to add enjoyment to everyday meals and snacks.
The line includes more than 50 different brightly colored animal plates, each with distinctive ears, eyes, paws or fins serving as novel dipping wells for sauces. Designed to appeal to mms with younger children, Hefty Zoo Pals plates help keep kids engaged in their food and offer moms value and convenience.
Tropicana Introduces Kids Orange Juice
Tropicana has introduced Pure Premium Healthy Kids, fortified with vitamins A and E, calcium plus vitamin C and other nutrients in orange juice.
“Moms told us they were concerned about building strong bones and maintaining kids health on a day-to-day basis,” said Lynne Vandeveer, Sr. Marketing Manager for Pure Premium. “But, the juice has to taste great in order to pass the kid test.”
Nintendo e-Reader Turns Cards Into Video Games
Nintendo is turning paper trading cards into electronic games for the Game Boy Advance using its new e-Reader. “The e-Reader creates a completely new experience for game players,” said Peter MacDougall, Exec. V.P., Sales & Marketing, Nintendo. “Now anyone can carry their favorite games on just a few cards-all they have to do is slide it and play it. It’s technology on paper.”
Wrigley Introduces Eclipse Flash Strips
The Wm. Wrigley Jr. Co. has introduced Eclipse Flash Strips into the projected $300 million breath strip category. Wrigley is supporting the launch with “Beyond Breath,” a more than $50 million integrated marketing campaign.
“With this multi-faceted campaign, we’re confident that Flash Strips will build on the Eclipse brand’s already significant equity, making it Wrigley’s first ever cross-category mega brand,” said Kathryn Olson, V.P. U.S. Consumer Marketing.
Got Milk? Caramels Candy Introduced
Got Milk? Caramels are a new line of nutritional candies manufactured by Sherwood Brands under license from the California Milk Processor Board. The buttery-tasting caramels, fortified with low fat milk, calcium, iron and vitamins A, C, D and E, bring the Got Milk? campaign alive in an exciting new snack.
Back to Top
To See previous issues of New Products Report, click here
To See other Creative Online Newsletters, click here
To See Previous Issues of Online Weekly in Creative's Archives, click here.
