In the 1970s P&G launched a new brand called Luvs, which featured a revolutionary hourglass-shaped disposable baby diaper. Again, Ivory Liquid was “denied” the new consumer preferred product until it was too late. Like last time, a former category leader went into a long term decline and was eventually discontinued.īelieve it or not, P&G made the same unforced error a third time. In just a couple years, Dawn surpassed P&G’s Ivory Liquid and rival Colgate’s Palmolive to take category leadership. In the 1970s, P&G once again ran the same play - this time with a new Dawn dishwashing liquid and a better performing product to clean away grease. The brand, already in serious decline, never recovered and Gleem was eventually discontinued. Gleem didn’t even offer a fluoride toothpaste until the 1970s - at least was a long ten years after Crest and Colgate. Crest rose quickly to category leadership behind “Look Ma, No Cavities” advertising and the unique fluoride product- ahead of not only Gleem but their rival, Colgate. In the 1960s, the company chose to introduce a revolutionary new fluoride toothpaste that helped reduce cavities on the small, virtually unknown Crest brand instead of their category leader at the time, Gleem.
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