Magazine article Marketing

Sensodyne Sparkles While Colgate Brushes Up Adspend

Magazine article Marketing

Sensodyne Sparkles While Colgate Brushes Up Adspend

Article excerpt

The nation's teeth haven't got a chance. As dentists complain that patients are having less check-ups since the introduction of charges, people are also paying less attention to dental care advertising than they were a year ago.

Whereas last year, the century old mouthwash brand Listerine topped the Adwatch sector survey with recall of 49%, this year the top polling brand Sensodyne Toothpaste, managed just 37% awareness.

And there has been much more switching around than is usual in sector surveys -- a reflection of the unprecedented amount of activity in the market. The mouthwash and pre-dental rinse sector in particular has seen a flurry of launches as rivals strive to take on Pfizer's Plax.

Two months ago, however, Warner Lambert hit back with a 50% hike in adspend on Listerine this year accompanied by product relaunches and introductions.

Plax itself drops from second place to

[TABULAR DATA OMITTED]

tenth in terms of recall (down from 46% to 21%). …

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