Den-Mat Looks to Bolster Its Position

Den-Mat Corp. may have suspended talks to be acquired by Dial Corp., but the small maker of oral care products is about to do some acquiring of its own: the PlakMaster shelf-stable line of peroxide-and-baking-soda toothpaste. Sources close to the companies said Den-Mat has signed a letter of intent to pick up the name and inventory of PlakMaster. The brand’s existing management, including ceo Ron Fletcher, would leave the firm if the purchase happens. For Den-Mat, maker of the Rembrandt line of tooth whiteners and mouthwash, the buy would boost an already strong presence in fast-growing segments of the oral care business. For PlakMaster, the deal offers an in-house manufacturing capacity, allowing it to lower prices and have more effective distribution. In planning its own rollout, originally slated for May, PlakMaster had been leaning toward taking on Weller a O’Sullivan/L.A. as its first agency of record, but now the account will most likely go to incumbent Den-Mat agency Eisaman, Johns & Laws, also in L.A.
Copyright Adweek L.P. (1993)