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P&G's Crest Extra Whitening toothpaste January intro supported by $40 mil. ad budget.

This article was originally published in The Rose Sheet

Executive Summary

CREST EXTRA WHITENING TOOTHPASTE TO DEBUT IN JANUARY with an accompanying $40 mil. national print and television ad campaign, Proctor & Gamble announced Oct. 17. The new Crest line extension will contain "soft silica" -- a patented "enamel-safe polishing ingredient," as well as sodium fluoride and tetrasodium pyrophosphate. P&G expects the product, which will come in Clean Mint-flavored 2.5, 6.2 and 8 oz. tubes, to retail for $1.99, $2.99 and $3.49, respectively.
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