Can P&G “Outlast” Private Brand?

scopeoutlastAccording to an article in this weeks Brandweek P&G is launching a new ingredient brand called “Outlast.” P&G claims that  “Outlast” will deliver five times longer fresh breath the new brand will be used across the entire portfolio of mouth care products including: Scope, Crest and Oral-B. P&G hopes that this new innovation will breathe some life into a stale category and increase sales, which have been impacted by the growth of Private Brand in the segment.

According to the article:

Outlast works by “binding tightly to select receptors in the mouth.” The result is a “cool, refreshening sensation” that continues long after flossing, brushing or rinsing, the company said. P&G says it’s the biggest innovation for Scope mouthwash in 40 years.

Read the entire article: P&G’s Outlast Aims to Outfox Private Label

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.