Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Colgate-Palmolive: Oral-care leader launches Wisp single-use mini-toothbrushes for "a just-brushed clean, anytime, anywhere." Available nationwide this month in packs of four ($2.39) and 16 ($7.99), Wisp is designed with unique bristles to gently remove food and plaque and a liquid-filled bead that "releases a burst of freshness" into the mouth while the user brushes, without the need for water or rinsing, Colgate says. The brush is smaller than a lipstick or car key and packaged in a portable case for ready use in the office, on a date, getting off a plane, or after a meal or cup of coffee, the firm suggests. "We are very excited to announce this breakthrough innovation and offer consumers a convenient way to both clean and freshen their mouths on-the-go," Colgate says. At 1www.ColgateWisp.com, the company notes that the single-use Wisp "is comprised of more than two different types of plastic, [so that] it is categorized No. 7 for recycling, which is not recycled by most municipal programs in the U.S." In January Colgate-Palmolive discussed marketing initiatives to strengthen its "emotional connection" with consumers; the firm may have difficulty bonding with the "green" consumer element with Wisp (2"The Rose Sheet" Feb. 2, 2009, p. 5)