Supplier News Breaks Archives
Dr. Fresh unites brands, reintroduces Binaca
January 10th, 2011
BUENA PARK, Calif. – Dr. Fresh Inc. is grouping three of its brands under a new common name, DR Fresh Velocity.
The oral care and personal care product maker said the new name will serve as an umbrella banner for DR Fresh, DR Fresh Dailies and DR Fresh Travel Kits.
DR Fresh Velocity will be recognizable on-shelf with a new logo and graphics that will be introduced in the near future, according to Dr. Fresh.
"We are proud to unify all of these brands under a new common name reflecting their quick turn rates," commented Puneet Nanda, president of Dr. Fresh.
In addition, Dr. Fresh said it has reintroduced Binaca Breath Drops with peppermint flavor.
According to the company, Binaca has received updated, contemporary packaging, including a compact 3.7-milliliter bottle that contains 150 drops. The breath freshener is available in three-packs for a suggested retail price of $1.99.
More than a year ago, Dr. Fresh kicked off a comprehensive print and television advertising campaign to promote the relaunch of the Binaca brand, an effort that included redesigned packaging to give the product a new look to enhance its appeal to younger consumers. And this summer the company said it has found success using social media — including Facebook, Twitter and YouTube — to promote the Binaca brand.