Tuesday, January 26, 2010

Rave Praise for OraQuel!

Hi Martin,

This is fanatastic 12 years ago I was the Head of Marketing For Bayer Professional Dental product (now owned by Hereus Kulzer) we knew these facts then but advised people to chuck out toothbrushes etc etc. Your OraQuel products really address the problem straight on.

Your range and innovation sounds fantastic, where can we buy these products in the UK ? Are you looking for distribution here? Do heart specialists here know about the range?

Kind regards


Thursday, January 21, 2010

On Corporate Creative Comas

Did you know that no one in the consumer packaged goods industry has launched a successful new product that's topped $319 million in sales (within the first year) in at least the last 30 years? I mention this particular number (for Frito-Lay's Baked Lays Potato Chips) because it is the least successful (#10) of the top 10 most successful new products of the past 57 years tracked by companies such as my own Calle & Company, IRI, NPD, ACNielsen and others.

So why do many consumer packaged goods companies miss the big ideas and consumer cultures? I mean companies like Miller Brewing, surfing upon the fame of post-High Life Lite Beer have not been able to internally develop another major brand since the introduction of Cold-filtered Miller Genuine Draft - the number two brand behind Lite in their portfolio - and I assisted on the delivery of that one. And then there is Coca-Cola who can't come up with a big idea on its own to save its life. So they outsource all of their new products to mergers and acquisitions - way over paying for brands like Vitamin Water.

So here's a story called "The Smuggler" describing how easy it is for big companies to miss the big think.

A clever smuggler came to the border with a donkey. The donkey's back was heavily laden with straw. The official at the border was suspicious and pulled apart the man's bundles till there was straw all around, but not a valuable thing in the straw was found. "But I'm certain you're smuggling something," the official said, as the man crossed the border.

Now each day for ten years the man came to the border with a donkey. Although the official searched and searched the straw bundles on the donkey's back, he never could find anything valuable hidden in them.

Many years later, after the official had retired, he happened to meet that same smuggler in a marketplace and said, "Please tell me, I beg you. Tell me, what were you smuggling? Tell me, if you can."

"Donkeys," said the man.

Wednesday, January 20, 2010


Hi Everyone! My name is Martin Calle. I've invented a lot of successful consumer products including Baked Lays Potato Chips, Tylenol Gelcaps and Cold-filtered Miller Genuine Draft. I've also turned around sleeping giant brands for companies like Procter & Gamble turning $300 million Folgers into a business worth $1.6 billion; I've also grown Pampers by $11 billion over the last 10 years. Now I've launched my own company to make ORAQUEL®. ( http://www.oraquel.com/ ) I invented the name, the concept, the formulas, the whole works. ORAQUEL® is "HEART SMART ORAL CARE" because ORAQUEL® stops "ORAL PLAQUE HEART ATTACK." That's right. The AMERICAN HEART ASSOCIATION has conducted studies showing that the plaque found in the arteries of 72% of heart attack victims is oral, not arterial plaque. The accumulation begins in childhood and culminates (or should I say “terminates”) when you are an adult. There are three products in the ORAQUEL® line. OraQuel® Oxygenating Toothbrush Cleaner - which "cleans toothbrushes better than water" to remove the plaque, tartar and gingivitis linked to coronary disease. And OraQuel® foams on contact to tell you it's working - an important visual reinforcement that you need to do this. There is also the fact that using OraQuel® causes children to brush their teeth 33% more often and 20% longer because they like to see it work (no parent or dentist has ever been able to accomplish that!) which is why THE GOOD HOUSEKEEPING INSTITUTE tapped OraQuel® as "THE BEST NEW PRODUCT" for "INNOVATION IN ORAL CARE" in 2004. I also manufacture OraQuelAC® After Care promoted to younger audiences passionate about tattoos, body adornment and body modification - they want to use the product to "prevent tongue piercing infections, keep their mouth clean and promote rapid healing"; and OraQuel Lypht®, "THE LIQUID TONGUE SCRAPER" to help those who gag on solid tongue scrapers. Hey! I was a skeptic too until I figured out that manufacturers actually sell enough tongue scrapers to keep them on the shelves at drug stores such as Rite-Aid, Walgreen's and CVS. My fourth product, LIQUID FLOSS® is also available now. Why did I pick oral care? Well, tobacco, alcohol and paper goods are the top three sellers in chain drug and grocery stores and their costs of entry are too high. The forth largest catergory is personal care or what used to be called health & beauty aids (H&BA). There, the top sellers are first shampoos and conditioners (of which there are too many) and oral care. The cost of entry in oral care is much lower and there are far fewer relevant competitors. The big guys like Colgate Total and P&G's Crest only focus on the five category attributes I defined for them years ago as to why we brush our teeth. (For cavity prevention, breath freshening, gum care, tartar control and whitening of course). Now I'm not big enough to compete against them so I had to find a different avenue and that route is called ORAQUEL®. Please try my products! Check out my web site http://www.oraquel.com/ - it's really different (at least when compared to every other dental and oral care site out there. Thanks!