"With Febreze, we're expanding beyond our core franchise of laundry and cleaning products," said R. Kerry Clark, President, North American laundry and cleaning products at Procter & Gamble. "Febreze takes us from the laundry room to the living room. Finally, consumers will be able to permanently eliminate odors from a wide variety of fabrics, including upholstery, carpet and clothing."
Febreze will be available nationwide beginning in July 1998. Available in three sizes: 3.4 oz., 16.9 oz. and 33.8 oz., Febreze will be sold in two different strengths, Regular and Extra Strength. Febreze will be sold in the laundry aisle of leading supermarkets, drug store chains and mass merchandisers as well as convenience stores. P&G expects Febreze to retail from about $1.50 for the portable size cup up to about $5.00 for the largest size.
Ready to Wear is an updated version of the signature Keds sneaker offering women more contemporary styling and improved comfort. Keds Relaxed Fit has all the characteristics of Keds signature sneaker, but with a "touch more room" for more comfort.
The launch is being supported with a national ad campaign featuring the tagline, "Feel Good;" a national promotion with ABC; and in-store promotions. Keds is also launching a grass roots awareness program where teams of women, "The Keds Krew," will hit major markets nationwide to help women relax during their busy day by paying parking meters and giving away soothing bath salts.
"5S represents a modern union of tradition and technology," said Mihoko Goto, Executive Director and head of the new division. "The brand incorporates the holistic elements of nature with aroma and color pyschology and Shiseido's superior research and product technology. 5S was developed with the creative partnership of US-based Badgerworldwide Advertising, Inc., an advertising and marketing agency.
The 5S name symbolizes key elements of the brand's product lineup and marketing program: 5 is a deeply significant number in almost all cultures, religions and philosophies and all core elements of the brand begin with the letter S, including "5 Shades"of makeup products and "5 Senses" of skin care products.
A core element of the 5S philosophy is the brand's relationship with the customer. 5S views the customer as a peer and a partner,and the 5S store will reflect this mutual relationship. The 5S store will be a place of dynamic interaction.
The 5S consumer is young and cosmopolitan, urban and sophisticated. The unique retail plan of 5S allows for high quality, prestige cosmetics to be marketed at a slightly more open price point than department store competitor brands. Shiseido plans to expand the 5S concept to other global markets on a city-by-city basis beginning in 1999.
Naturally flavored and green tea-based, Tribal Tonics breakthrough formulas fulfull the true definition of "tonics," and are designed to restore, revitalize and enhance well being. Flavors in the ready-to-serve line include peach mango, raspberry tangerine, lemon ginger, ginseng grapefruit and island peach. The line includes: Mental Refresher, Relaxation Cocktail, Energy Elixir, Immune Boon and Herbal Slimmer. Cans and bottles have also been designed with stylish tribal imagery.
"Our products really deliver the benefits they promise because we use sufficient amounts of premium standardized herbal extracts,"said Jeff Damiano, Apple & Eve's Marketing Director. "The company has gone so far as to label the products herbal supplements. But what further distinguishes these tonics from others in the beverage aisle are their flavors. They're the first products of their kind that truly taste great."
Delivering a comprehensive Internet solution for non-technical, small business owners, e.go webstations offer Web site creation, Web server functionality, company wide email, and Internet connectivity. For additional, integrated ecommerce capability, e.go Commerce webstations allow retailers to easily set up a Web store, shopping cart, order processing and electronic payment on the Internet.
"Our goal is to educate and support customer expectations while they are in the store," said Teresa Schneider, Director of Channel Marketing, Encanto Networks.
The company's point-of-sale support includes in-store displays, a demonstration dis- in a loop environment and a comprehensive store training program. The PC-based self-running demonstration for customers will cover the topics of product features, choice of e.go or e.go Commerce, total cost of ownership and telecommunications access. Point-of-purchase materials will also provide customer information regarding product choice and cost of ownership comparisons.