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Marketing in Brief: Church & Dwight

This article was originally published in The Rose Sheet

Executive Summary

Church & Dwight: Extending Arm & Hammer Deodorant/Anti-Perspirant line with Wide Solid in Fresh Scent, Unscented and Sport versions this month. The 2.25 oz. product is "formulated to get through men's underarm hair," the company says. Church & Dwight is planning TV ads for the line extensions as well as FSIs. The firm additionally plans to introduce a new version of Arm & Hammer PeroxiCare toothpaste in late May. Church & Dwight's first Arm & Hammer PeroxiCare toothpaste debuted in July ("The Rose Sheet" June 27, p. 8)...



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