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LISTEN. MR. DEALER, AND YOU SHALL HEAR
PEPSODENT S MESSAGE FOR THE COMING YEAR!
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YOU IE WONDER WHERE
1 s sll
THE YELLOW WENT
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WHEN YOU BRUSH YOUR TEETH
WITH PEPWDENT!
YOU'LL WONDER WHERE THE TOOTHPASTE WENT WHEN YOU STOCK YOUR SHELVES WITH PEPSODENT<<. !
r\EW PEPSODENT ADDITIVE: THE LIGHT TOUCH
1N-TKU) OF TALKING ABOLT MKDK.IWI. IM.i; KDIENTS IN ITS TOOTHPASTE, PEPSODENT IS STRESSING WHIN: Ml III. I \i:TOON STRIPS ABOVE ARE FROM FOLDKI5 GIVEN TO DEA1 ERS IN \I\SSI\K MERCHANDISING EFFORT TO ENLIST THEIR -I PPORT IN ( I KUKNT SPOT RADIO AND TELEVISION SATURATION PUSH
A "Susie-Q," character created for campaign tie-ins, «a introduced to
by singers (L to r.) Cathy Johnson. Wyoma Winters. Elsie Rhodes. With them are T. K. Hick-, marketing \.p.. ,mr| Pat Pinch, Bales mgr., Pepsodenl Division
Palmolive Building four blocks south, "there are less competitive pressures on radio at the moment."
It's no secret, in any case, that L956 is expected to be Y-Yeai in the dentifrice battle.
\T hat factors will make it so?
Manufacturers have one more ingredient up their test tubes: mone\ . Big money. Especially the top three, who have three-quarters of the market in their pocket. Marketing strategists. considering I 1 1 the vast resources these giants have in the soap market. (2) their sawy absorbed through
rough infighting for their share of the market over the past quarter-century, and (3) their determination to expand their stake in the dentifrice market, feel sure the struggle looming directly ahead will make the efforts <>l the past few vears seem like mere warmup skirmishes.
Says Pepsodent Sales Manager Pat Finch: "More dollars are going to be spent to capture consumers next year and 1956 looks like the biggest in advertising in the dentifrice field."
At the moment Pepsodent. with 1012*7 of the market, is in third place
behind Colgate and Procter & Gamble's Gleem. Colgate, of course, iway out front with about l"' of the market. Gleem, after spending some$15 million in If- than two vears. has zoomed into second place with 20-2.V , . ( lose behind Pepsodent. \sith about 10' < . i Ipana. widen na second before Gleem nxketed up.
Gleem's -hare. -a\s an FCB ad man. for whatever consolation it may pro\ide competitors, "is largely a composite of the hysterical crowd that buvs all the new kinds of toothpaste i Please turn to page 88)
26 DECEMBER 1955
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