A way to publicize the mark but also to the commonplace

One evening in June to Paris Paris. The nightclub where it has to be this season is privatized to the launch of a product. The hero of the day A new perfume or a phone mobile generation, yet pillars of launches in fashionable places. But an unexpected player: Fluocaril. The brand celebrates the launch for its sixtieth anniversary, of a specific toothpaste for the night. Use before bedtime, including strengthening the enamel of the teeth during sleep and give a sense of more fresh breath upon waking, the product contrasts with the existing offer on the market. "The night is a good time to take care of itself, as shown in the development of night creams." "However many people who do not rateraient the brushing of the morning fail that evening, but the most important", says Julie Legrand, brand manager.

But beyond its policy of innovation, the brand lives a new stage in its history. It has radically changed culture of enterprise in September 2005. Previously owned by Sanofi-Aventis, she fell in the Procter & Gamble anyway. In passing, this purchase reaffirms in the group led by Alan g. Lafley will develop purely local claws. In addition to the France, Fluocaril actually did place in Spain. And is not intended to become globalized.

The teams who are working today are entirely from the ranks of the company of Cincinnati, which has a Department "pharmaceuticals". The anniversary is an opportunity to motivate sales, show it reinvests the mark and remember that it was created by a pharmacist, Daniel Carlier. In the dental world, the mark may indeed claim a particular story.

New visibility

Toothpaste with authorization for placing on the market and therefore status of drug for its flagship product, the Bi-fluoro le Bi-Fluoré 250 250 represents approximately 60 of sales. It may be marketed only in Pharmacy and, in principle, behind the counter. This iconic reference is often the object, on the part of pharmacists, promotional sales batch two. A way to publicize the mark, but also to the commonplace. Other products for adults, primarily the whiteness, the largest variant, however, also find their place in the drugstores. Born in 1994, the Fluokids range is it, segmented by age (aged 2 to 6 years old and from 7 to 12 years). Since then, it was renamed "Fluocaril Kids", to be more recognizable. The market leader for children with a claim of 60 of sales, she sees staff this year of a ludo-educational Web site which the hero is Patty, the mascot products. "The mark, that it was often known in his childhood, an image of expertise", says Julie Legrand. To view its specificity and highlight its origins, manufacturer endorsed this year for his birthday an another celebration of the centenary of the Nobel in chemistry to Henri Moissan, French researcher awarded in 1906 for his work on the isolation of fluorine. On another he also celebrated the event in March and April by intervening with as signature advertising spot: "For sixty years, Fluocaril helps you take care of your teeth throughout your life." A way to give new visibility while playing of the theme of the transmission.

Exception in the portfolio of Procter & Gamble, the mark, which has assisted by 70-75 awareness rate and claims about 23 of market share to the second quarter of 2006, does not yet have a large number of consumer data. But the marketing team slashes and began to pass Fluocaril to the lowering of the group, consistent studies to support.

Toothbrush "collector".

"Some French are an almost passionate relationship with the brand." There is a core of very loyal consumers. Another part is more "zappeuse". "She buys when it has a problem or when it comes out of the dentist", is already the head of mark. Side brushes teeth, if two new technologies are output in March, the model, which is the more marked the public remains that drew Philippe Starck in 1990. Become a "collector", there even the honours of the MoMA, New York, where he appears in the collections of the Museum, and is regularly sold on eBay. Precursor, the industrialist had appealed to a renowned designer before the current vogue to the players of the consumer for this type of event launches. A new brilliance of this style coup could strengthen the will of the mark.