SuperBrands 97 Category Ranking: HEALTH & BEAUTY AIDS

Toothpaste
Category leader P&G suffered through a difficult year, marked by the disappointing performance of Gum Care, rolled in 1995. No. 2 Colgate fared better, while No. 3 Mentadent lost some of its momentum.
Rank….Brand…………… Company.Name, Location
.Lead Agency, Location
…Sales (millions):
…Media Expenditures (millions):
1….Crest…………………..Procter & Gamble, Cincinnati
..D’Arcy Masius.Benton & Bowles, New York
…Sales: $423.8
…Media Expenditures: $43.9
2… Colgate……………… Colgate-Palmolive, New York
..Young & Rubicam, New York
…Sales: $280.3
…Media Expenditures: $42.4
3….Mentadent…………..Chesebrough-Pond’s, Greenwich, Conn
..Ammirati & Puris/Lintas, New York
…Sales: $175.8
…Media Expenditures: $37.5
4….Aquafresh…………..SmithKline Beecham, Pittsburgh
..Grey, New York
…Sales: $143.2
…Media Expenditures: $20.2
5….Arm & Hammer…..Church & Dwight, Princeton, NJ
..Partners & Shevack, New York
…Sales: $64.5
…Media Expenditures: $14.6
Soap
In a down year for the category, none of the top five brands budged from their respective 1995 positions. Most of the new product launches came in body wash, a separate segment.
1….Dove…………………..Lever Brothers, New York
..Ogilvy & Mather, New York
…Sales: $244.1
…Media Expenditures: $14.3
2….Dial……………………Dial, Phoenix
..DDB Needham, New York
…Sales: $185.4
…Media Expenditures: $ 5.0
3….Zest……………………Procter & Gamble, Cincinnati
..Jordan, McGrath, Case & Taylor, New York
…Sales: $117.5
…Media Expenditures: $15.6
4….Lever.2000………….Lever Brothers, New York
..J. Walter Thompson, New York
…Sales: $117.0
…Media Expenditures: $15.2
5….Irish.Spring……….. Colgate-Palmolive, New York
..Young & Rubicam, New York
…Sales: $108.1
…Media Expenditures: $ 6.2
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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