Pepsodent Research Paper
Chapter I
INTRODUCTION
Background of the Study The toothpaste brand, Pepsodent used to be popular among the Americans during the first half of the 20th century. The brand was spotlighted in numerous print, radio and TV ads with catchy jingles and snappy dialogue. Pepsodent was introduced in the Philippines during the 1990’s with the promotion of Unilever Philippines. The toothpaste brand surpassed Colgate’s popularity during those times but for some reason, Unilever pulled Pepsodent out of the market and replaced it with Close Up toothpaste. (Fidlin, 2011). Pepsodent toothpaste is manufactured by the Unilever Corporation and it was at one time one of the most popular brands of toothpaste in the United States. Yet, producers of toothpaste such as Crest started touting the addition of fluoride in their paste which caught on with the public. Pepsodent did not adjust swiftly enough and saw their brand’s popularity wane and it has since never recovered the popularity or sales that it once had (Natural Toothpaste, 2011). Information on Pepsodent 's earliest days is scarce. Company executives at Church & Dwight, the owner of Pepsodent, claim the brand was introduced in the early 20th century, initially as a tooth powder that eventually morphed into a paste form. Pepsodent allegedly struggled through the late 1920s, at which time it began sponsoring radio programs, including one hosted by Bob Hope. It first was made available during the 1920′s and reached its height of popularity during the 1930′s through the early 50′s. The move led to greater name recognition (Natural Toothpaste, 2011). Pepsodent advertisements spotlighted the toothpaste 's distinguishing features. It had a minty flavor that was derived from sassafras, an ingredient found in some varieties of tea and such soft drinks as root beer and sarsaparilla. Advertisements also pointed out the presence of irium (otherwise known as sodium lauryl sulfate) as a
INTRODUCTION
Background of the Study The toothpaste brand, Pepsodent used to be popular among the Americans during the first half of the 20th century. The brand was spotlighted in numerous print, radio and TV ads with catchy jingles and snappy dialogue. Pepsodent was introduced in the Philippines during the 1990’s with the promotion of Unilever Philippines. The toothpaste brand surpassed Colgate’s popularity during those times but for some reason, Unilever pulled Pepsodent out of the market and replaced it with Close Up toothpaste. (Fidlin, 2011). Pepsodent toothpaste is manufactured by the Unilever Corporation and it was at one time one of the most popular brands of toothpaste in the United States. Yet, producers of toothpaste such as Crest started touting the addition of fluoride in their paste which caught on with the public. Pepsodent did not adjust swiftly enough and saw their brand’s popularity wane and it has since never recovered the popularity or sales that it once had (Natural Toothpaste, 2011). Information on Pepsodent 's earliest days is scarce. Company executives at Church & Dwight, the owner of Pepsodent, claim the brand was introduced in the early 20th century, initially as a tooth powder that eventually morphed into a paste form. Pepsodent allegedly struggled through the late 1920s, at which time it began sponsoring radio programs, including one hosted by Bob Hope. It first was made available during the 1920′s and reached its height of popularity during the 1930′s through the early 50′s. The move led to greater name recognition (Natural Toothpaste, 2011). Pepsodent advertisements spotlighted the toothpaste 's distinguishing features. It had a minty flavor that was derived from sassafras, an ingredient found in some varieties of tea and such soft drinks as root beer and sarsaparilla. Advertisements also pointed out the presence of irium (otherwise known as sodium lauryl sulfate) as a
References: Audio-visual. Retrieved March 9, 2011, from http://www.wordiq.com/definition/Motionpicture Brian Duruin’s Experience Mass media. Oxford English Dictionary. Retrieved March 9, 2011, from http://oxforddictionaries.com/?attempted=true Monash University Oxford University Press. Retrieved March 03, 2011, from http://oxforddictionaries.com/?attempted=true PDA and Pepsodent partner to improve Filipino kid’s oral heralth Pepsodent toothpaste in the Philippines. Retrieved March 08, 2011, from http://www.streetsmartchic.com/2010/09/ pepsodent-toothpaste-in-the-philippines/ Pepsodent toothpaste Pinoy Exhange – Bakit nawala ang pepsodent toothpaste? Retrieved March 9, 2011, from http://www.pinoyexchange.com/forums/showthread.php?t=143767 Survey Monkey. Retrieved January 17, 2012, form http://www.surveymonkey.com/mp/aboutus/management Visual Media De Asis, Karen V. (24 March 2006). “Does your billboard have stopping power?” Philippine Daily Inquirer. Vol. 21, p. B2 De Vera, Ben, Garcia, Mark (31 July 2009) Dr. Roberto, Ned, Roberto, Ardy (12 May 2006). “What are the basic priciples of launching a brand on the internet?” Philippine Daily Inquirer. Vol. 21, p. B2-2 Dr Espino, Margie Q. (25 September 2006). “Why we need foreign brands.” Philippine Daily Inquirer. Vol. 21, p. B2-B6 Esteves, Patricia (09 May 2011) from http://www.philstar.com/Article.aspx?articleId=684012 Fidlin, Dave (2011) Gutierrez, Paul (2004). DIFFERENTIATING AMONG MAJOR PHILIPPINE TOOTHPASTE BRANDS: A QUANTITATIVE STUDY. Retrieved March 9, 2011, from http://www.upd.edu.ph/~cba/ DP/0407_gutierrez.pdf Lincoln, D.G Nerone, John (2006). Approaches to Media History. Valdivia: Wiley-Blackwell. p.102 Samson, A.R Stewart, C and Kowaltzke, A.(2000). Media: New Ways and Meanings (second edition). Australia: JACARANDA. pp.102 Tordesillas, Cesar E Veneracion, Connie (22 March 2007). “Ads and celebrity endorsement.” Malaya.