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Den-Mat

This article was originally published in The Rose Sheet

Executive Summary

Ongoing print campaign for Rembrandt Whitening Toothpaste claims that it "is significantly more effective than Regular Crest in removing stain and plaque and reducing tartar." TV ads, running April 18 through May 8, make a similar claim. Previous ads claimed superiority over "the leading brand" of toothpaste, which referred to P&G's Tartar Control Crest. The National Advertising Review Board (NARB) recently upheld a recommendation of the National Advertising Division of the Council of Better Business Bureaus (NAD) that the comparison to Tartar Control Crest be discontinued ("The Rose Sheet" April 11, p. 7). Den-Mat names another of its competitors in print and TV ads for Rembrandt Mouth Refreshing Rinse, which claim that the product "rights some germs even better than Listerine." Print ads are running now, and TV ads will air May 2 through May 8
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