Mentadent Addition From APL's Turf Is First Non-'Club' Launch in U.S.
NEW YORK--Gotham will break a campaign for Mentadent's new Crystal Ice toothpaste in early January, the latest assignment the agency has landed from Unilever.
Gotham is one of a number of smaller shops Unilever has been experimenting with beyond global "club" agencies McCann-Erickson, Ogilvy & Mather, J. Walter Thompson and Ammirati Puris Lintas. APL continues to be the lead agency on Mentadent.
Goodby, Silverstein & Partners is expected to launch a new skin-care brand from Unilever's Home and Personal Care division early next year. Gotham was the first non-club U.S. agency to air any Unilever work.
Crystal Ice is aimed at the younger end of the 18-49 demographic, said Gotham chairman Stone Roberts. The TV spot features a 20-something dentist's son who describes himself as a "clean freak."
The man tells viewers he's tried everything to freshen his breath from mouthwash to breath mints, and nothing works like Crystal Ice. The spot demonstrates how Mentadent's signature pump configuration releases separate helpings of baking soda and peroxide. Crystal Ice is designed with menthol crystals in the paste. The tagline--"Nothing feels better than a mouth this clean"--builds on the current theme, "So clean you can feel it."
Print ads run in March issues of Rolling Stone, Cosmopolitan, Allure, GQ and Details. Gotham began working for Unilever on a project basis in April and won Crystal Ice in August.
Unilever typically spends $3-4 million on a product launch and examines results before deciding on additional outlays, sources said. It spent $16 million on toothpaste through September, per Competitive Media Reporting.