PRODUCTS & PROMOTIONS 2003-01-27

Super Trident

S, N.J. -- Trident here will debut its first Super Bowl advertisement on Jan. 26 on the ABC Network. The 15-second spot, entitled "Squirrel," will air during the second quarter of Super Bowl XXXVII. Based on Trident's "four out of five dentists" claim, the spot centers around speculation of what happened to the "fifth dentist." "The Super Bowl provides a perfect venue to reach a broad audience with a commercial that we know is very memorable and enjoyable," said Tom McPartlin, marketing director for Trident.

Swiffer and the 'Maid'

CULVER CITY, Calif. -- Timed to coincide with the March 25 DVD release of "Maid in Manhattan," Columbia TriStar Home Entertainment here, will launch a marketing campaign including a promotional partnership with Swiffer Dusters from Procter & Gamble, Cincinnati. The alliance marks P&G's first link of a fabric and home care brand and a DVD release. The cross promotion will include a national direct response television ad, an FSI and several consumer coupon offers, good toward $1 off Swiffer products and $2 off the "Maid in Manhattan" DVD. These are on-pack, on-display and instant rebate coupons redeemable at participating stores. Columbia TriStar Home Entertainment and P&G will cross promote the coupon offers on each other's point of purchase material. The campaign will also have an online component.

Prices Down, Ads Up at Duracell

BETHEL, Conn. -- Duracell here announced a price-deal realignment that will lower its trade promotion activity level, reduce and simplify pricing of its batteries, and increase the role of advertising in its marketing strategy. Under the new approach, inefficient promotions will be eliminated and the depth and frequency of trade promotions will be lessened. This will lead, the company said, to a reduction in the number of price points and packages used. In addition, the company will lower the list prices of its best-selling AAA and AA cell sizes by about 13% starting Feb. 3. Similar pack sizes will also be "line priced" to simplify the consumer's experience.