Colgate
This article was originally published in The Rose Sheet
Executive Summary
Speed Stick Power of Nature antiperspirant for men introduction will be supported with $40 mil. marketing campaign. TV and print ads will break in September, accompanied by coupons, samples and in-store displays featuring "Try me free" tear pads. Power of Nature will arrive on store shelves in July, company says. Line, which targets men 18-25, will be available in three scents: Lightning, providing an "intense, strength scent," Avalanche, an "icy, cool fragrance" and Cyclone, an "enduring, fresh scent," Colgate explains. Power of Nature Gel (3 oz.) and Power of Nature Antiperspirant Stick (2.7 oz.) will retail for $2.69 each. Beginning in August, Colgate will discontinue six older Speed Stick SKUs: Antiperspirant Classic, Antiperspirant Sport Talc, Ultimate Power Zone, Gel Unscented, and Deodorant Aqua Sport