TITLE

Chattem goes organic for Ban extension

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
February 2000
SOURCE
Advertising Age;2/7/2000, Vol. 71 Issue 6, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents information on the plans of Chattem to roll out an extension of its Ban deodorant line in the U.S. market in Spring 2005. The new product, Ban Naturals, will ship to stores in April 2000, backed by a $19 million advertising campaign. The effort includes television and radio spots, couponing and sampling, according to Ron Galante, senior vice president for new business development at Chattem. Although the campaign is still in development, Galante says that it will stress the product's natural ingredients and positioning. He declined to identify the agency handling the effort. The Naturals line will include deodorants enriched with aloe, vitamin E and chamomile to protect and soothe the skin. They will be available in four fragrances, each in roll-on and solid versions and will sell for the same prices as the main brand formulas.
ACCESSION #
2751139

 

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