L/C Brushes Up With Butler

The John O. Butler Co. here wants advertising from new agency Laughlin/Constable to leverage its heritage and popularity with dentists to boost consumer sales.
Butler put its creative ad duties in the hands of L/C’s Chicago office following a brief review, said Charles Dushman, the company’s marketing director. He declined to reveal the other shops involved. The previous agency was DCA Advertising, New York; media buying remains at SFM Media, New York.
Spending is pegged at $4-5 million. Print ads aimed at women over 35 will break this summer.
Dushman said Butler’s toothbrushes are the second most-popular brand among dentists after Gillette’s Oral-B. Several marketers are ahead of Butler in the consumer market.
–Trevor Jensen