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Marketing in Brief: Crest MultiCare

This article was originally published in The Rose Sheet

Executive Summary

Crest MultiCare: Procter & Gamble will begin shipping its latest Crest toothpaste line extension in July backed by a $60 mil. ad/promo launch campaign that will also support the company's latest toothbrush, Crest MultiClean. The toothpaste campaign will be handled by New York City-based DMB&B, the company's agency of record for Crest; Leo Burnett (Chicago) will handle the toothbrush account. In addition to TV and print, P&G said it will support the campaign with consumer sampling, including couponing, as well as promotional activity targeted to professionals. The launch of MultiCare, which will be promoted for fighting cavity-causing acids while providing tartar control and fluoride protection, follows a Tulsa, Okla. test market of the toothpaste that began in November ("The Rose Sheet" Nov. 4, 1996, p. 1). P&G said the test market "exceeded our expectations." The company expects 2.5 oz., 6.2 oz. and 8 oz. tubes of MultiCare to retail for about $1.99, $2.99 and $3.49, respectively...
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