SpinBrush Looks to Take Bite Out of Sonic Category

Church & Dwight is following competitors into the sub-$20 range for “sonic” electric toothbrushes with a $15 SpinBrush Sonic.
The entry, which was announced today, will be backed by a TV, print and online campaign from Colangelo Synergy Marketing, Darien, Conn. Ads explain that sonic toothbrushes usually go for more than $100, but the SpinBrush Sonic “offers sonic technology for a fraction of the cost.” The ad also directs consumers where they can get a $3 coupon for the toothbrush.
The effort comes as several sonic toothbrushes are already on the market in the sub-$20 range, including Procter & Gamble’s Oral-B Vitality Sonic Rechargeable Electronic Toothbrush. Developed by a firm called Optiva in 1992, such toothbrushes vibrate at rates of several thousand per minute, generating sound waves that blast plaque.
C&D bought SpinBrush from P&G in 2005 for about $100 million. P&G offered to sell SpinBrush as a sop to the European Commission, which was concerned that P&G, then in the midst of buying Gillette, would dominate the oral care market.
Spending for the campaign was not disclosed. C&D spent $24 million promoting SpinBrush in the U.S. last year, per Nielsen. Those numbers do not include Internet ad spending.