Andrew Jergens
This article was originally published in The Rose Sheet
Executive Summary
Backing Jergens Refreshing Body Shampoo launch with $50 mil. in consumer and trade promotion and advertising, the KAO subsidiary says. Beginning in March, the non-soap liquid cleanser will be advertised in national TV and print ads, and samples will be sent to over 10 mil. households. Shipping in January, the product is "intended to be a replacement for bar soap for daily use in the shower or bath" and comes with a "unique" cleansing sponge, the firm says. Refreshing Body Shampoo had been in test market in Eau Claire, WI and Midland, TX since January 1993 ("The Rose Sheet" Sept. 13, Marketing in Brief). Jergens states that test market results were "very encouraging." In tests, the product was offered in regular and deodorant formulas in 3 oz. and 10 oz. sizes with suggested retail prices of $2.99 and $3.99, respectively. The cleansing sponge was offered with the 3 oz. size