New York City-based Gotham Advertising will develop a sampling program and special offers as part of a campaign for Greenwich, CT-based Mentadent’s new Crystal Ice brand, made by Unilever, PLC, London. The sampling program will appear in Sunday newspapers along with supporting print ads in the March issues of Rolling Stone, Cosmopolitan, Allure, GQ, and Details.
Crystal Ice is aimed at the younger end of the 18-49 demographic. Marketing will stress the cleansing ability of baking soda and peroxide combined with menthol crystals, said Gotham chairman Stone Roberts in a statement.
Unilever awarded the deal to Gotham, a small shop, after reviewing such big names as McCann-Erickson, Ogilvy & Mather, J. Walter Thompson and Ammirati Puris Lintas.
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