Marketing in Brief: Crest MultiCare

Crest MultiCare: Procter & Gamble said to be spending $42 mil. on advertising and promotion for the newest addition to its toothpaste franchise. The campaign, handled by D'Arcy Masius Benton & Bowles (New York), will include print and TV ads. The toothpaste will hit store counters in August ("The Rose Sheet" April 21, Marketing In Brief). The firm is also planning a sampling effort to 60 mil. households and a Sunday newspaper coupon drop beginning in September. Ad spending on MultiCare will be in addition to the print and TV Crest brand campaign that began in early June...