SOFT, FLUFFY, MODERN
CINCINNATI — Procter & Gamble has begun shipping a re-created brand offering of Ultra Downy fabric enhancers and introduced a new line of scents — Ultra Downy Experientials. Additionally, the curved bottles, colors and updated photography will convey a more contemporary feel. Dosage levels have also been adjusted to correspond with the new concentrated formula. The line will be supported by a marketing plan, including television, freestanding inserts, new product packaging and artwork, ethnic marketing plans, shelf display vehicles and in-store point-of-sale materials. The suggested retail is 40 loads for $3.99 and 90 loads for $6.99.
NATURAL PET RELIEF
ESSEX JUNCTION, Vt. — Pet Naturals of Vermont has created a gentle solution for ear infections: Ear Wash for Dogs or Cats. The wash is a proprietary blend of cold-pressed citrus oil. Unlike many alcohol-based products, Ear Wash breaks up earwax and helps carry it away without leaving an oily residue behind, the company said. Pet Naturals will provide counter displays, on-pack mini-brochures with a coupon and shelf-mountable flip charts and literature holders filled with consumer brochures featuring $10 rebates. Pet Naturals is running a year-round advertising campaign introducing the line to millions of pet owners nationwide, the company said.
CARE BEAR REUNION
LOS ANGELES — “The Care Bears Movie” celebrates its 25th anniversary with a limited-edition DVD from MGM Home Entertainment this month. “The Care Bears Movie” has been restored to optimize the bright colors and cheery soundtrack of the bears' journeys. The collectible anniversary DVD features one of the first-ever Care Bears television specials, which hasn't been available since its original broadcast. The limited-edition DVD will be available for the suggested retail price of $19.98. MGM Home Entertainment here and American Greetings, Cleveland, which created the Care Bears, will support the release with a targeted multimillion-dollar marketing campaign including national television, cable, radio, print and online advertising.
