December 12, 2001, 12:00 AM lands another P&G pre-launch deal

Following its successful participation in the pre-launch of P&G’s Crest Whitestrips toothpaste, will be part of the pre-launch of P&G’s ThermaCare Air-Activated HeatWraps.

Kurt Peters

Executive Editor Inc. is proving the value of web distribution as a way to create pre-launch demand for a product. Drugstore recently participated in the pre-launch of Procter & Gamble`s Crest Whitestrips toothpaste. Today, it announced it will be part of the pre-launch of P&G;’s ThermaCare Air-Activated HeatWraps.

Beginning today, ThermaCare HeatWraps, air-activated wraps that provide at least eight hours of therapeutic heat, will be available for pre-sale at

" was able to deliver very positive results on the pre-order campaign for Crest Whitestrips, providing 18% of the product`s consumption early on," said Catharine Trible, general manager of the Medicine Cabinet store for "We are looking forward to repeating the success with this exciting, new ThermaCare product line."

P&G; will launch the product Jan. 7. Customers at can order the wraps for delivery after Jan. 7.




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