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Dentyl pH TV Commercial

Technically Advanced Mouthwash:  You Can See It Working

I was totally involved with this unique, innovative and technically advanced two-phase mouthwash from before the launch through to the sale of the brand and business 9 years later.   Involvement was as an all encompassing outsourced resource covering marketing, creative and business support and interaction was on a daily basis, working closely with the dentist owner, Business Manager and distribution company.  I was totally responsible for the marketing planning, creative and brand development across consumer,  professional and trade environments.  

Activity covered all elements of the marketing mix and, once the brand was established, heavily knocked Listerine's (as market leader) sales and position in the market.   I was also responsible for the marketing and creative for the launch of the  product into the Australian / New Zealand markets and for developing and launching new Dentyl Exhilaration into the UK.  I helped achieve an enviable market status until the brand became highly valuable and was sold for a geat profit.   

www.dentylactive.com

  • Marketing consultancy
  • Research
  • Identification and development of proposition, positioning and all advertising and marketing messages
  • Branding
  • Packaging - launch, evolution, new product and international markets - mouthwashes, toothpastes and tongue cleaner
  • Trade campaign and communications - advertising, direct mail, sampling, presentations
  • Consumer trial campaign
  • Advertising - TV (with Hugh Laurie as voice over), press, radio
  • Sales promotions - on-pack, in-store, mail in, third party across mouthwashes and toothpastes
  • In-store presence
  • Third party programmes
  • Retailer presentations and assistance with sell-in - Tesco, Sainsburys, Waitrose, Boots, Superdrug, Morrisons to name but a few
  • Point-of-Sale
  • PR direction
  • Exhibitions and events
  • Website
  • Posters
  • New product development for Exhileration range
  • Launch of Exhileration range - PR campaign, advertiisng, sales promotion
  • Extension of product range into other markets - Australia

'I worked with Debra for 9 years during which time we had daily if not more frequent contact. Debra played a major role in the development of the Dentyl brand and had the ability to ‘just get on with it’. She treated the product and us as though it were her own company, putting in hours of concentrated professional passionate efficient effort and work to ensure its success. She always delivered whatever was required and, always on time. She had responsibility for all aspects of marketing, design work, advertising, distribution support and new product development (initially in the UK and then expanding into other countries). Furthermore, she was aware and responsive to other needs of the business that were not her direct domain. Her commitment went well beyond anything that could reasonably have been expected. I thoroughly enjoyed working with her, learning from her and I very much respected her approach to her work. If the opportunity arises in the future I would jump at the chance to work with her again'