PRODUCTS & PROMOTIONS 2002-07-29

Great Minds and Mentadent

ral care manufacturer Mentadent here has created the "Great Minds Brush Alike" campaign to drive brand awareness and launch a number of new products, which include Mentadent White & Clean whitening toothbrush and Mentadent Tooth Whitening System at-home kit. The campaign features a mobile dental education tour featuring Mentadent product giveaways, coupons and oral care consultations with dental hygienists. The ads are illustrated with such famous people as Albert Einstein, Thomas Edison and Sigmund Freud. "We're always looking for ways to meet -- and stay one step ahead -- of consumers' needs," said Robert Blanc, Mentadent brand development director.

Make Time For the Olsens

BURBANK, Calif. -- Mary-Kate and Ashley Olsen, the teen media moguls for the tween set, are preparing to celebrate the home video debut of their television series "So Little Time" with a "So Little Time"/AOL Sweepstakes. Warner Home Video here will offer a $5 mail-in rebate with the purchase of either "So Little Time" Volume 1 or Volume 2 on VHS or DVD, plus any two other Mary-Kate and Ashley videos. In the sweepstakes, consumers can win personalized Olsen twins merchandise. "Mary-Kate and Ashley have been charming television audiences for years and continue to entertain their fans with the home video debut of "So Little Time," said Ewa Martinoff, vice president, family entertainment marketing, Warner Home Video. The two volumes street Aug. 13.

Q-tips Superheroes

GREENWICH, Conn. -- The Q-tips brand launched its new portable Treat & Go cotton swabs with Bacitracin antibiotic ointment with a promotional tour in key markets featuring the Q-tips Treat & Go superheroes, "Scratch & Scrape." In consumers tests, "[Customers] understood that Q-tips Treat & Go not only provides convenience and portability, but it also simplifies the process" of treating cuts, said Christine Korduba, brand director for Q-tips. The new Q-tips products are available on supermarket, drug and mass merchant shelves this month.