The Arrid brand will be backed by a $14 million television campaign, $1.4 million in radio and $3 million in print support, according to trade materials.
The new Arrid clear antiperspirant/deodorants will receive $8 million in TV and print ads. The spots will trumpet the line's unique clear formula, while maintaining the Arrid "anti-odor, antiperspirant" and "get a little closer" positioning. Backer Spielvogel Bates, N.Y. will handle the campaign. Carter-Wallace declined to comment on the new products and restagings.
The 1.6-ounce clear antiperspirant/deodorants will be available in six fragrances. FSIs will break in February of next year for the new line and will continue in May, July and October for the entire Arrid franchise.
The existing Arrid Clear Glide-On brand has been reformulated in a gel form to leave even less white residue than its predecessor. The brand will be repackaged in clear containers; the unscented variety will be discontinued and a new fresh scent bearing the Arrid XX banner will be introduced. The Arrid XX clear deodorant line will feature the new fragrance Classic Clean Scent, which will replace the current Spice scent.
"For Carter-Wallace to introduce an antiperspirant/deodorant is a real breakthrough for them," said Diana Temple, a Salomon Bros. analyst. In the first quarter of 1993 the Arrid brand held an 8.4% market share, a 9% decrease from 1992 figures, Temple said.
Copyright Adweek L.P. (1993)