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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 Dental Care toothpaste with Smooth Spearmint formula in October. The striped green and white toothpaste is positioned to attract consumers who have avoided baking soda toothpaste because of its flavor, the company said. The introduction follows the May debut of Extra Whitening and Sensitive Formula versions. Sensitive Formula and Smooth Spearmint in 4.5 oz. tubes retail for about $2.49 apiece, with 6.3 oz. Smooth Spearmint priced at approximately $3.39. A 4.5 oz. tube of Extra Whitening costs about $3.29, while a 2.7 oz. size is priced at around $2.39...
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