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HLL launches road show to market Pepsodent

10-April-2002
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HLL launches road show to market Pepsodent

Pepsodent Germicheck, Hindustan Lever's toothpaste brand, has launched a road show where the `seeing is believing' principle works to help you arm yourself to the teeth.

Each pack of Pepsodent Germicheck toothpaste of 100 gm and above now comes with a pair of buds which are meant to be used on the teeth two weeks apart for the difference to show. Upon application, the germ-infested parts of the teeth acquire a red hue, and that's the signal for the consumer to start using Pepsodent. Two weeks later, use the second bud and hey presto! your teeth shouldn't be so red anymore.

According to company sources, this technology has been used by dentists the world over, which HLL had turned into an easy-to-use diagnostic tool that reinforced the Pepsodent promise of doing away with germs. The road show, which employs a mix of magic shows, quizzes and gifts, is being conducted in Maharashtra, Gujarat, West Bengal, Karnataka and Tamil Nadu.

Launched two weeks ago, the road show will cover 80 cities. So far, 10-12 cities have been covered. It may be extended to other States later. The company is targeting towns with population of five lakh and above and that has ensured a fair spread of SEC B & C.

Pepsodent has a market share of around 18.5 per cent while Close-Up, the other HLL brand, accounts for the rest of the company's 36.7 per cent share of the toothpaste market, estimated at Rs 1,900 crore.

Source: Business Line

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