Wisp is losing some of its position
17 August 2009 | By Popsop Team
Launched in April 2009, Colgate Wisp innovative product for mouth care (we have written about it here) started strong but now the sales are gradually declining.
The innovation that was meant to become a new word in mouth care logged $9.3 million in sales by July 12. According to Colgate CEO Ian Cook (a presentation in May), it got nine market share points during the first month only.
But then the rate started to fall. From a peak of $2.9 million in the third four-week cycle the sales dropped to $1.9 million during the beginning of July. Experts suppose that Wisp may go the same way as Oral-B Brush Ups, which contented itself with a small market niche after the launch in 2004.
During April–June Colgate has invested $5 million in advertising of Wisp, but analysts say that its behavior reflects current market tendencies unfavorable for introducing innovative products.
