Printer Friendly

WARNER-LAMBERT - CHURCH & DWIGHT ENTER INTO LICENSING AGREEMENT

 WARNER-LAMBERT - CHURCH & DWIGHT ENTER INTO LICENSING AGREEMENT
 MORRIS PLAINS, N.J., Sept. 10 /PRNewswire/ The Warner-Lambert Company (NYSE: WLA) announced today that they have signed a licensing agreement with the ARM & HAMMER division of Church & Dwight Co., Inc. (NYSE: CHD).
 The first venture under this agreement is the introduction of a new 2-Layered Efferdent (TM) which combines ARM & HAMMER (TM) Baking Soda with denture freshening mint. In addition, the ARM & HAMMER logo will appear on all packages.
 Partnership Agreement
 "Our agreement with Church & Dwight is in line with our ongoing commitment to seek business ventures that will enhance our core businesses," said L. Russell Moran, vice president, product management, Warner-Lambert Consumer Health Products Group.
 The agreement strategically joins two leading consumer brands. Anti-bacterial Efferdent has been the denture cleanser market leader since it was introduced 25 years ago. It currently commands a 44.4 percent share of the $167 million denture cleansing market.
 ARM & HAMMER Baking Soda is the only national brand baking soda. The company currently manufactures five consumer products with baking soda as a primary ingredient.
 "The combination of these two highly successful brands is exciting news for consumers and the oral hygiene category," said Mr. Moran.
 "More than 95 percent of consumers are aware of ARM & HAMMER Baking Soda and equate the logo with high quality," said Ken Giacin, vice president, business development, ARM & HAMMER.
 Unique, New Product
 New 2-Layered Efferdent with ARM & HAMMER Baking Soda is the first denture cleanser to use the innovative, two-layer technology. The result of this new technology is a unique product that combines the therapeutic and cleansing benefits of Anti-bacterial Efferdent and ARM & HAMMER Baking Soda, with a new mint flavor to freshen dentures. In addition, every box of new 2-Layered Efferdent will proudly display the powerful ARM & HAMMER logo.
 Warner-Lambert expects the new denture cleanser to reverse recent category shrinkage by appealing to denture wearers who currently only clean their dentures by brushing.
 Like Anti-bacterial Efferdent, 2-Layered Efferdent with ARM & HAMMER Baking Soda will carry the American Dental Association's (ADA) Council on Dental Materials, Instruments and Equipment Seal of Acceptance for cleaning dentures.
 2-Layered Efferdent with ARM & HAMMER Baking Soda will join single- layered Anti-Bacterial Efferdent in stores in November. The new product will be available in 40's and 60's tablet packages with a 20 tablet trial size offered at introduction. It will be priced similarly to Anti-Bacterial Efferdent.
 Strong Promotion Support
 Warner-Lambert will begin advertising in the first quarter of 1993. The product will be promoted through floor displays, trial sizes, sampling and couponing. A communications program and detailing effort targeting dentists will be implemented in 1993.
 Warner-Lambert Company, based in Morris Plains, N.J., develops, manufactures and markets quality health-care and consumer products. It employs approximately 34,000 people worldwide.
 -0 9/10/92
 /CONTACT: Diane Hoey of Burson-Marsteller, 212-614-5198, for Warner Lambert, or Bryan Thomlison of Church & Dwight 609-497-7230/
 (WLA CHD) CO: Warner-Lambert Company; Church & Dwight Co., Inc. ST: New Jersey IN: MTC SU: LIC


AH -- NY081 -- 8172 09/10/92 16:05 EDT
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Sep 10, 1992
Words:507
Previous Article:CANNON TO RESUME POSITION AS CEO OF GENEVA STEEL
Next Article:CHRYSLER REPORTS U.S. ASSEMBLY PLANT SCHEDULE FOR WEEK ENDING SEPT. 18
Topics:


Related Articles
COLUMBIA LABORATORIES SIGNS LETTER OF INTENT TO LICENSE AND SUPPLY REPLENS AND OTHER WOMEN'S OTC HEALTH CARE PRODUCTS
WARNER-LAMBERT COMPANY TO MARKET COLUMBIA LABORATORIES' REPLENS: AGREEMENT SIGNED FOR LICENSE AND SUPPLY ARRANGEMENT
WARNER-LAMBERT, RHONE-POULENC RORER AGREE TO CO-DEVELOP AND CO-PROMOTE ADVANCED QUINOLONE ANTIBACTERIAL IN U.S. AND CANADA
RHONE-POULENC RORER SUB-LICENSES PENETREX(R) ANTIBIOTIC FROM WARNER-LAMBERT AND DAINIPPON FOR NORTH AMERICAN MARKET
WARNER-LAMBERT AND NOVAMONT SETTLE PATENT DISPUTE
WARNER-LAMBERT REPORTS SALES AND EARNINGS; 15 PERCENT EPS GAIN FOR 1992
WARNER-LAMBERT AND JOUVEINAL S.A. FORM RESEARCH-BASED ALLIANCE
WARNER-LAMBERT ACQUIRES FISONS' CONSUMER HEALTH BUSINESS IN AUSTRALIA AND NEW ZEALAND
WARNER-LAMBERT, WELLCOME ENTER OTC JOINT VENTURE
CELESTIAL SEASONINGS AND WARNER-LAMBERT CO. SIGN LETTER OF INTENT TO PRODUCE SPECIALTY HERBAL PRODUCTS

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters