TITLE

Den-Mat opens hunt for agency to polish its Rembrandt brand

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
June 1999
SOURCE
Advertising Age;6/21/1999, Vol. 70 Issue 26, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the search launched by Den-Mat Corp. for a new advertising agency to polish its Rembrandt toothpaste and mouthwash brand in 1999. The company is looking for an advertising agency after its separation with Carlson & Partners in May 1999. Moreover, the company will spend $20 million in a new fall campaign, according to executives close to the company. The next campaign of Rembrandt will have to help reverse a drop in sales that has taken the brand from a high of 3.5% of the $1.62 billion market in 1997 to 2.3% at the end of March 1999, according to Information Resources Inc. Rembrandt is one of many specialty brands trying to take a bite out of the toothpaste market.
ACCESSION #
1959745

 

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