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In Brief: Crest Tartar Control

This article was originally published in The Rose Sheet

Executive Summary

Crest Tartar Control: Buy-one-get-one-free Crest Tartar Control toothpaste promotion is designed to reward "loyal Crest consumers" in the face of "significant competitive activity" in the multi-benefit toothpaste market, Procter & Gamble said. The two-for-one deal will consist of two "special pack" offerings -- two 6.4 oz. Tartar Control tubes bound together or a 6.4 oz. tube paired with an 8.2 oz. tube. The promotion begins in September and will run for an undisclosed length of time, P&G said. Additionally, a 45-second national TV ad campaign for the tartar control formula, which is the brand's top-selling Crest product, broke the week of Aug. 5. P&G noted that in FY 1996 (ended June 30), Crest toothpaste dollar sales declined 7%. In an Aug. 8 statement, P&G said that health care sales for the North American region were "negatively impacted by competitive activity in the oral care and OTC categories." North America sales grew 6% to $17.13 mil. during the year, while net earnings for the region advanced 19% to $2.22 bil. Consolidated P&G sales grew 5.4% to $35.28 bil. and net earnings jumped 15.2% to $3.05 bil...
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