Marketing in Brief: Speed Stick Ultimate
This article was originally published in The Rose Sheet
Executive Summary
Speed Stick Ultimate: Positioned to a "younger segment" of consumers -- males ages 15 to 29 -- is the first major line extension of the Speed Stick brand, according to Colgate-Palmolive. The white, solid antiperspirant, which "goes on dry without white residue," contains a "continuous antibacterial protection formula that kills odor-causing germs and delivers 24 hour protection," the company claims. New television ads under the Speed Stick "Just for the Guys" umbrella will support the September product launch, as will FSIs and extensive sampling beginning in November. Speed Stick Ultimate is packaged with "eye-catching" accents geared to a younger audience, the company said. Available in four scents -- Northern Ice, Cool Spice, Active Fresh, Sport Talc -- and an unscented formulation, the antiperspirant will be priced in line with the original Speed Stick...