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!
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?