GILLETTE PROMOTES TWO ORAL-B TOOTHBRUSHES
By Adnews Staff
Gillette Canada, based in Mississauga, is promoting two new Oral-B toothbrushes: the CrossAction Power battery toothbrush and the CrossAction Vitalizer manual toothbrush. The Power toothbrush is aimed at current manual and battery-powered toothbrush users 18 to 35 years of age. The Vitalizer is being marketed to adults 25 to 54 years of age with a focus on adults over 35. Marketing materials include in-store displays, information kits for retailers and public relations activities, according to Doug Griffiths, director of marketing for Oral-B products. The CrossAction Power is also being promoted with television advertising and with an unspecified approach which Griffiths described as "non-traditional." The advertising was created by BBDO New York and adapted for Canada by BBDO Toronto. Public relations are being handled by BenchMark Porter Novelli of Toronto.