P&G Launches Another Brand Exclusively at Walmart

Procter & Gamble is continuing its streak of introducing exclusive brands at Walmart with the launch of Gleem electric toothbrushes.The product lineup includes electric toothbrushes priced at $24.97 and two-packs of replacement brush heads priced at $9.97, each in black and white.As with P&G’s Walmart-exclusive launches of Joy and Just. earlier this year, Gleem receives a dedicated endcap display in stores. The display presents the products as new and exclusive, listing product benefits such as a sleek design and built-in timer. On walmart.com, a brand showcase employs similar creative elements while offering “add to cart” links.Public relations-driven news articles and sponsored blog posts help promote the brand, many of them touting the affordability of Gleem toothbrushes relative to rivals such as Philips' Sonicare, as well as the travel case included with purchases. A feature in the retailer's Sept. 27 circular, social media ads and sponsored search support.The partnership helps Walmart differentiate its product offering while giving P&G a way to drive the retailer’s business without causing channel conflict or triggering price erosion within its broader portfolio.Unlike Joy and Just., Gleem also supports direct-to-consumer sales at roughly the same price (rounded up to $25 for the toothbrush and $10 for replacement head two-packs) via its own website (gleem.com). The site touts additional product benefits while promising free shipping and dangling a 60-day money-back guarantee. It also invites consumers to share their smiles on social media with #MakeItGleem.Gleem was originally a brand of toothpaste though the formula is now sold as Crest “Fresh and White.”

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