Week of October 12, 1998
Arm & Hammer Dental Care Introduces Baking Soda Gum
Ten years after Arm & Hammer Baking Soda Toothpaste redefined oral care, another Arm & Hammer breakthrough has arrived as an adjunct to a balanced professional and home care dental regimen.
New Arm & Hammer Dental Care The Baking Soda Gum takes advantage of the natural cleansing, deodorizing and benefits of baking soda plus it removes plaque.
Consistent with its oral hygiene positioning, Dental Care The Baking Soda Gum will be sold in the toothpaste aisle. It is made in bite-size pieces instead of sticks and packaged in convenient, blister packs to keep products neat, clean and fresh.
Dental Care The Baking Soda Gum is sugar free and is available in the three most-wanted adult gum flavors: Spearmint, Cinnamon and Peppermint, at food, mass and drug stores nationwide.
1-800-FLOWERS Rolls Out 'Fresh From Holland' Campaign Nationally
1-800-FLOWERS and the Flower Council of Holland are partnering to roll-out a national program to promote Dutch-branded flowers. The "Fresh From Holland" promotion is launching nationwide at all 1-800-FLOWERS retail channels, including 150 company-owned and franchised stores, via the Internet and America Online and through the 1-800-FLOWERS toll-free number.
Fresh From Holland's national promotional awareness theme is "Just Say Alstublieft." During the promotion, consumers will be encouraged to use the Dutch word "alstublieft" (meaning "please,"I" thank you," and "you're welcome") when ordering the Fresh From Holland hand-tied bouquet. Customers who use the word will be entered in a sweepstakes to win a trip to Holland. Trips and other prizes will be awarded to in-store, interactive and telephone customers.
1-800-FLOWERS is supporting the Fresh From Holland program with a fully-integrated marketing plan, including a multimedia advertising campaign and in-store point-of-sale and merchandising displays.
Vlasic Introduces 'Hamburger Stackers'
Vlasic Foods International is introducing Hamburger Stackers, a pickle designed for the more than 3.5 billion hamburgers consumed by Americans at home each year. Hamburger Stackers use a specially cultivated cucumber, which takes four years to develop for optimum size, taste and crunch, and is more than 10 times larger than traditional pickle cucumbers. This allows for a single, giant slice to cover an entire hamburger.
Hamburger Stackers will be marketed as the perfect pickle for burgers because the product provides pickle taste and crunch in every bite, which consumers see as a tremendous benefit.
Hamburger Stackers will be available in supermarkets nationally beginning in March 1999 in two varieties: Dill and Bread and Butter. The launch will be supported by a comprehensive marketing program, including a new television campaign and innovative packaging.
Books-A-Million Appoints C. Korotky, VP, Mktg.
Books-A-Million, Inc., Birmingham, AL, has appointed Christopher G. Korotky as Vice President of Marketing, responsible for the media, promotions, special events and production departments.
Korotky comes to Books-A-Million from Movie Gallery, Inc., where he served as Vice President of Marketing, responsible for more than 850 stores in 22 states.
Excite Appoints F. Siegel Snr. VP, Mktg.
Excite, Inc., Redwood City, CA, has named Fred Siegel Senior Vice President, Marketing, responsible for its marketing and brand campaign in the next phase of consumer adoption of the Internet.
Formerly Senior Vice President of Marketing at QVC, Siegel is strategically positioned to take the Excite brand further into the consumer marketplace with his strong understanding of consumer mass markets, branding and rapidly growing markets.
Carter's Names Mansour Design Retail Brand Consultant
The William Carter Company, a leader in the children's apparel industry, has name Mansour Design as its retail brand consultant. Mansour Design will develop a consumer-focused branded design concept which will deliver an imaginative, relevant and fun brand experience for parents and children alike.
Mansour has championed the design of a variety of notable projects including the Warner Brothers flagship store on Fifth Avenue, NYC; Victoria's Secret; and Bath and Body Works.
Phoenix Display Opens New Stamford, CT Office
Phoenix Display, a West Deptford, NJ-headquartered p.o.p. firm, has announced the opening of a new facility in Stamford, CT, its fifth regional office. Moshe Horowitz, a p.o.p. industry veteran has been appointed V.P. and Manager of the new facility. Phoenix reports that it has grown rapidly over the past two years to reach $75 million in sales in 1997.
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