False advertising claims for toothpaste? My sympathy is with the advertisers. After all, toothpaste is advertising. Just advertising with color and artificial flavor added at the basic level. There is nothing the better toothpastes can do for your teeth that isn’t done quite as well by a handful of twigs and some water from the nearest running stream. So, toothpaste advertisers and soap advertisers in general should be encouraged to make any claim that comes to mind; otherwise Proctor and Gamble might stop spending the $10 billion it spends on advertising/marketing/research and when you think of it, how much of the American economy would vaporize if we disposed of the unnecessary…
…What does P&G have that others lack? Size, of course. With $51 billion in sales last year, P&G is about five times larger than Colgate. It has also been smart about targeting higher-margin areas, such as beauty care, that require less capital spending than its traditional businesses, such as disposable diapers. That has freed up more dollars to spend on advertising. P&G’s ad budget is now 10.7% of sales — up from 8.1% in 2001 and double the percentage Colgate spends.
Read More:http://artskooldamage.blogspot.com/2009_11_01_archive.html
…But the real key for P&G has been renewed creativity. Since A.G. Lafley took over in 2000, P&G has shown a savvy knack for innovation. From its Swiffer mop to battery-powered Crest SpinBrush toothbrushes and Whitestrip tooth whiteners, P&G has simply done a better job than rivals at coming up with new products that consumers crave — and, not incidentally, on which it can earn higher margins than it can on its more mature lines. In the last three years P&G has updated all of its 200 brands and created whole new product categories — such as Mr. Clean AutoDry Carwash — that have added $2 billion in sales. “We are growing market share in 70% of our businesses,” says Clayton C. Daley Jr., P&G’s chief financial officer. “That doesn’t happen unless you have strong innovation.”…
…Now for tooth paste you can use dogwood or birch if there are growing in your area, you can chew on one of their fibrous twigs to create a toothbrush. You can use water mixed with wood ash as toothpaste, but rinse your mouth very well after use to ensure that this doesn’t irritate your gums.
A very effective mouth rinse can be made by pounding pine needles in water, then filtering it. The water will smell of pine and be slightly antiseptic. Here’s how to make the antiseptic mouthwash…………….
---In 1997, Colgate launched an innovative toothpaste product that seemed to do everything: it fought cavities, tartar, plaque, bad breath, and most importantly, gingivitis. Gingivitis is a gum disease that all dentists harp about. More than 100 million North American consumers suffer from gum disease, and Colgate’s Total was the only brand with FDA approval to claim it fights it. By the end of 1998, Colgate had grabbed 30 percent of the market, mainly due to the popularity of its Total brand. Crest’s share stood at 26 percent. Through various line extensions, Crest has tried to fight back. There’s Crest Extra Whitening, Crest Dual Action Whitening, Crest MultiCare, and several others.--- Read More:http://wps.prenhall.com/wps/media/objects/3357/3438371/chapter%20cases/tuckwell_case02.pdf image:http://www.adclassix.com/a4/56gleemtoothpaste.html
…More aggressive marketing helps, too. Check out P&G’s latest take on toothpaste-hawking: The company is launching its Crest Vanilla Mint toothpaste during an episode of The Apprentice. The focus of the show will be the contestants’ plans for marketing the toothpaste. During a 15-second spot, viewers will be invited to visit Crest.com, where they can write in how they would have handled the marketing job. The winner will get a free trip to the live show finale.
Just as important, P&G is becoming expert at stealth marketing. When it was developing Whitestrips, it held off on expensive TV ads and store testing, opting instead for a six-month online ad and sales campaign. That allowed execs to gauge interest and refine the marketing. “It was inexpensive,” says Gary M. Stibel, founder and principal at New England Consulting Group. “And by the time they were ready to launch, they had a huge head start.” Read More:http://www.businessweek.com/magazine/content/04_40/b3902092_mz017.htm
…(1) Gather a handful of fresh pine needles and put them in a bowl.
(2) Use a clean stone to pound and grind the pine needles.
(3) Add boiling water, leave to infuse for five minutes, and then strain and you have your mouthwash.Read More:http://expertscolumn.com/content/how-make-toothpaste-and-antiseptic-mouthwasha
---To make the toothpaste, crush up some charcoal and add a little bit of water to make a paste. Smea
bit on your teeth, and then chew on a birch twig. Rinse well with water. To make the mouthwash, crush/pulverise a handful of pine needles using the stone, then add boiling water. Leave it for 5 minutes and then strain the liquid/remove the needles. The liquid will be mildly antiseptic.--- Read More:https://www.onlinescoutmanager.co.uk/programme.php?action=view&id=353 image:http://pzrservices.typepad.com/advertisingisgoodforyou/2008/03/brook-shields-c.html
aADDENDUM:
At least, that’s the indignant claim of Encino man Jonathan Rothstein, who’s leading a class-action lawsuit against the hygiene empire, re: the impossibility of accessing the last 20 percent of paste from its Crest “Neat Squeeze” tubes.
“The full volume of toothpaste will not be dispensed, no matter how hard the consumer tries to squeeze…”
… reads the lawsuit. (Though we’re not entirely convinced it isn’t a seven-months-early April Fool’s joke.) The excruciating details of a consumer’s plight:
“Once the dispenser becomes ‘lighter’ and is ‘harder to squeeze,’ it will no longer dispense toothpaste. At this point, the only way to access the remaining toothpaste is to cut open the packaging with scissors or a knife. However in doing so, the promise of ‘Less Mess,’ the slogan associated with the Neat Squeeze dispenser, is lost and the package is not designed or intended to be sliced open.”
Rothstein says he sees right through Procter & Gamble’s money-making ploy. By preventing tooth-brushers from getting at the last of the tube, the company in effect “sells more units of toothpaste, whether in the Neat Squeeze dispenser or other container, than it otherwise would if the entire volume of toothpaste in the package could be used.” Read More:http://blogs.laweekly.com/informer/2011/09t
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